RADIO RISES TO THE OCCASION!
Ham on 04 3, 2008
Against all odds, Malaysia Radio creative has suddenly come to the fore.
Winning Best of Show at the recently concluded Asia Pacific Advertising Festival (AdFest) Awards show in Pattaya, Thailand. This is the first time a Malaysian Radio commercial has won such a high accolade, although Radio has won a Golden Kancil in the past.
Kudos to Y&R Malaysia on this historic accomplishment.
Their entry titled ‘Brushing’ for client Colgate-Palmolive’s 360 toothbrush brushed aside competition from all corners of the Asia Pacific region, from Mumbai to Melbourne and Manila to Tokyo, to emerge with a Gold and Best of Show for Radio!
Does this mean Radio has finally come out of its shadow as a ‘poorer cousin’ of the other mainstream ‘big bucks’ media? Some Malaysian creative directors may have to watch their words when commenting on the standards of Malaysian radio from hereon. History has shown that radio has been frowned upon and not seen as a glamorous enough medium to warrant creative fame.
And kudos must also be given to the 4As for embracing the fledgling MACRO Radio Awards into their Kancil fold, and seeing the possibility it has for creative excellence.
In the meantime, let’s tune in and celebrate!
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speaking of radio, how about some home-made broadcasting of radio-like content via podcasting? then syndicate this content through the malaysian blogosphere to those who are interested in the topics on offer.
not necessarily very expensive to do and can be customised niche by niche, thereby offering a relevant branded experience for consumers. plus it’s easy to allow people to subscribe to podcasts so that the consumer is automatically engaged with brand on a regular basis as each new podcast “episode” is released.
with a podcast’s ability to be played on a computer, on a phone, on an mp3 player, on a CD, etc. the consumer can literally take the brand with them wherever they go and can interact with it whenever they want to.
brand loyalty through time-shifting is great!
then syndicate the podcast via RSS and it can end up on a facebook page, a myspace page, inside a widget or wherever else the brand wants to send it.
jeff zweig
chief guru, web guru asia
http://www.webguruasia.com