Commentary

Finalists in Radio

These finalists used a classic medium to drive their campaigns, transforming radio from a traditional vehicle to a personalized and interactive experience.

Bailey Lauerman

Allstate/ Your Choice Auto

Allstate: Nancy Abraham, Assistant Vice President, Integrated Marketing Communications; Sharon Rizzo, Senior Manager, Integrated Marketing Communications; Sandra Day Cranny, Executive Vice President, Communications Planning; Christy Puev, Media Supervisor; Kristine Ripa, Account Supervisor.

The Texas Region sales leaders for Allstate challenged marketing to develop a promotion that would build awareness for Allstate's newest auto product, Your Choice Auto. The goal was to generate 10,000 additional insurance leads throughout the state of Texas, driving customers into an Allstate agent's office for a quote.

Bailey Lauerman recommended giving away one Ford F150 Texas Edition Truck in each key area of the state, and proposed using the strengths of radio to drive the program. They partnered with Clear Channel to create an integrated program across all 17 markets that looked and felt like a radio station program, not an advertising campaign.

The promotion exceeded the stated lead goal, delivering 21,000 leads to local Allstate agents. A total investment of $610,000 in paid media schedule and promotional fees delivered an estimated $1.7 million in promotional value.

Fallon

Sci Fi Channel's "Eureka"

Fallon: Amy Sheil, Group Media Director; Rocky Novak, Media Supervisor; Amber Paukner, Media Planner; Kylee Decker, Media Planner.

Sci Fi Channel: Blake Callaway, Vice President, Brand Marketing; Kim Volonakis, Manager; Dana Ortiz, Director; Adam Stotsky, Senior Vice President; Mozhgan Setoodeh, Coordinator.

Horizon Media: Ben Johnson, Broadcast Buying Supervisor.

Fallon wanted to provide potential viewers of the Sci Fi Channel's "Eureka" with quick peeks into the world of Eureka in order to prime interest in the show. They used the local nature of radio to ground a campaign establishing Eureka as a real place to live. The creative, "Headlines from Eureka," delved into the news of the day in Eureka, and featured radio spots that mirrored live news reads.

Fallon negotiated with local stations to secure the first spot in each pod, ensuring that the unusual headlines would seem like real news.

Fitting the "sci-fi lite" mold popularized by shows like "Lost" and "Heroes," "Eureka" is about a small town that the government secretly populated with geniuses decades ago.

"Eureka" was the highest-rated series premiere on the Sci Fi Channel ever.

MerryMedia, Inc.

ABC's "Ugly Betty"

Merry Aronson, Principal; Karen Abrams, Partner

MerryMedia's "Ugly Betty: A Face Made for Radio Deejay Contest!" gave ABC's hit comedy series a national radio presence for the entire month of February, while generating buzz and increasing traffic to radio Web sites. What's more, higher ratings were reflected for the show in markets where the promotion ran.

The radio campaign, which reflected the unique sensibility of the show, challenged deejays to give themselves a makeover and be a better Betty. Each deejay received a 'Betty in a Bag' makeover kit containing such props as a wig, braces, red eyeglasses, hair curlers, and a digital camera to document their attempts to be the best - or worst - in show!

The contest also garnered massive on-air tune-in mentions as deejays encouraged listeners to vote for them, mentioning the series, along with the local channel position and broadcast time of the show.

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