As well as driving industry revenue through radio-focused marketing and advertising campaigns, Radiocentre provides the sector with a collective voice on all the issues that affect the way radio stations operate. It also actively works to ensure that advertising messages on commercial stations comply with current content rules and standards.
Radiocentre’s wide remit called for a range of content that would keep their stakeholders engaged throughout the year and continually reinforce the relevancy of radio in the advertising landscape.
The organisation also needed support in terms of designing and executing its events series, Tuning In, which had to be adapted in the wake of the disruption caused by COVID.
Recognising the need to lead with video, we transformed Radiocentre’s branding into an engaging motion branding kit that has since been used for live streaming events, ad campaigns, and digital content.
This animated work brought life to the radio waves within Radiocentre’s logo and enabled us to use them as exciting graphical devices in a variety of settings, from stylised films to photorealistic environments.
In normal times, Radiocentre would run its Tuning In event series in live settings with speakers from radio, advertising, political and musical backgrounds. For obvious reasons, 2020 brought with it the need to move all these events online.
Our slick livestreams moved at a fast pace to keep viewers engaged. During the transition to online-only events, we also assisted in the development of their own event portal, feeding in features such as social feed integration, live chat and polls.
In order to drive awareness to radio advertising, Radiocentre ran a campaign called ‘Welcome to Radio’. Launched in the style of a well-financed tech launch, radio was presented as a ‘world first’ and a ‘technological breakthrough’.
The radio campaign had a variety of spots and we were set the task of re-imagining the ‘speed’ ad as a video to drive eyeballs to the content. The campaign and our video was featured in The Drum magazine.
Radio is often seen as a medium that is only accessible to large brands and agencies - this is far from the truth. Radio advertising has a rich history of working with SMEs on local and national radio stations. We set out to change perceptions of radio advertising within SMEs with a series of video case studies featuring businesses of all shapes and sizes across the UK.
Our work has allowed Radiocentre to expand its marketing and communications to new audiences whilst keeping existing ones continually entertained and informed.
To date, we have delivered 11 successful virtual and hybrid events with a combined views of over 10,000 people.
And, as the icing on the cake, Radiocentre’s ‘Welcome to Radio’ campaign that parodied a tech launch was featured in ‘The Drum’ magazine.
“Working with Honest Video is a pleasure. Under tight timelines and with complex briefs, they understand our vision and execute all projects to deliver work that exceeds our expectations. It always looks slick, engaging and creative - and is well-received by all who watched. They are fantastic to work with, and we look forward to our continued partnership with Honest Video.”