Over the next few weeks, I will be making some posts regarding various marketing campaigns. This week we dive into some of the most popular and successful radio ads over the last decade and a half.
5 Radio Ads
Motel 6: “DVD”
- This Motel 6 radio ad used humor to draw their listeners in. The actor/voice is essentially making fun of himself and critiquing a previously recorded ad. The overlap of audio definitely catches a listener’s attention.
- The objective of this ad is to get you curious about Motel 6 and to let listeners know that they will “leave the light on for you.” As a listener myself, I find comfort in that slogan as it insinuates that even if you are arriving late, you will feel safe and at home as you arrive.
- The target audience here would be any traveler needing a reliable and safe hotel to stay at while on the road. I think it really appeals to travelers who may be traveling alone and/or late at night as the message is friendly and the tag line is “we’ll leave the light on for you.”
- There is no direct action requested by the ad. However, it does state that it is the best place to go after a long day’s drive. So that would insinuate that the listener should find the closest Motel 6 as they get ready to call it a night on the road.
- The value proposition is you will get a clean comfortable room for the lowest price of any national chain.
Dos Equis – Heineken: “Coffee”
- This Dos Equis ad ropes the listener in with a catchy melody and a very attention grabby radio voice. It proceeds to describe a man who is capable of doing things that most others would not be able to do. These ridiculous claims really get the listener involved as it adds a sense of humor to the ad.
- The objective of the ad is to relate drinking Dos Equis beer to being “the most interesting man in the world” and ultimately sell more beer.
- Of course, this targets the ego or competitive side of a listener by enticing them to follow the lead of the most interesting man in the world. The tag line “I don’t always drink beer, but when I do, I prefer Dos Equis” is also catchy and would most likely replay in someone’s head when seeing the XX while standing in front of the beer section contemplating on a drink of choice for the evening.
- The ad wants the listeners to drink Dos Equis if they are in the mood for a beer.
- The is no clearly stated value proposition other than the most interesting man in the world chooses to drink this beer.
Citibank: “Too Old”
- This ad is promoting a service for paying off student loans while you’re still young. The ad uses humor to describe people who are too old to still be paying off student loans. I found it comical and attention-grabbing. It also uses the well-known graduation theme song in the background.
- The objective is to notify listeners that when using a Citi card, they will receive ThankYou points that they can redeem and use towards paying off bills such as student loans.
- The target audience is young professionals who may still be paying off student loans or other loans for that matter. The Citi ThankYou points are earned by using applicable Citi cards and can be redeemed to pay off bills or purchase items such as plane tickets or hotel rooms.
- The ad wants the listeners to sign up for a Citibank card and utilize the ThankYou points program to earn points that can be redeemed to help them pay bills. It states that you can learn more at thankyou.com
- The ad doesn’t necessarily state how it is better or different from its competition, but it does use the following phrase to entice listeners to use their service and become debt free. “Pay off your student loans while you’re still young. Redeem your Citi thank you points to make payments towards your loans and watch your debt disappear.”
Old Spice: “Momsong”
- This ad is promoting the Old Spice deodorant spray for boys/men. It uses a song with comical lyrics of a mom singing about her son who is now using Old Spice body spray and being treated like a man by women.
- The objective is to sell Old Spice body spray to young men. The lyrics of the song talk about boys becoming men and getting more attention from girls because they used Old Spice body spray.
- The target audience is young men getting to the stage of needing/wanting to use body spray to improve their scent.
- The ad wants the listeners to buy and use Old Spice body spray. Users will benefit by smelling good, attracting potential mates, and becoming men.
- The value proposition is that boys will become men with the use of Old Spice body spray. Women will begin to take notice to those that use it.
This American Life: “Keep Stories Going”
- This ad has an attention-grabbing eerie tune with the voice of a podcast host telling a compelling clip from a murder story to draw the listener in.
- The objective of the ad is to raise money for This American Life to continue to produce high quality stories for people to listen to.
- The target audience is anyone who enjoys listening to stories, specifically podcasts. It uses a clip from a murder story to really rope in the target audience.
- The ad wants the listener to donate to This American Life so that they can continue to provide high quality story telling. The listener will benefit from good stories and podcasts going forward if they support the company.
- The value proposition is that with more donations, This American Life can continue to provide high quality stories for listeners to entertain themselves with. These will help listeners pass the time when driving, traveling, or looking for something fun to fill up some free time.