Campaigns

RadioGAUGE is an award-winning initiative that allows radio owners to provide their customers with evidence of the effects of their radio advertising campaigns. Originally launched by the UK’s Radio Advertising Bureau (RAB), the project was conceived to solve the big strategic challenges facing the UK’s commercial radio industry: accountability and creativity.

RadioGAUGE was piloted by RTÉ Radio and the IBI with a number of advertising agencies during 2011 and the success of this pilot sees RTÉ Radio and also the IBI invest 0ver €100,000 in launching RadioGAUGE in Ireland. RadioGAUGE is a significant investment by the entire radio industry and radio broadcasters are leading the way in working with advertisers to help them improve the creativity and effectiveness of their advertising. RadioGAUGE Ireland was launched on January 17th 2012.

A copy of the presentation from the launch can be seen here.

Radio: Where the imagined becomes real is the theme of Choose Radio 2011, the campaign to encourage advertisers to increase their annual investment in radio. Jointly developed by the IBI and RTÉ Radio, the campaign will run on all 36 radio stations across Ireland from May 16th until May 29th.

With 86% of people listening to radio every day with an average listening time of almost 4 hours if an advertiser wants to reach multiple audiences, then they must be on radio. In previous years the Choose Radio campaign has worked well to remind advertising agencies of the power of radio to sell to all consumer groups.

Radio stations will broadcast the Choose Radio promo 3 times a day for the two weeks of the campaign.  The creative process was overseen by Jimmy Murphy and the team at Publicis QMP. Recording and post production was done in Mutiny Studios.

Choose Radio 2011 I Have Some Cream

Alcohol

As broadcasters, the IBI are in the unique position of having an opportunity to positively influence the lives of our listeners and, in particular, influence how young people view alcohol as they grow up. As part of the Independent Broadcasters of Ireland’s commitment to raising alcohol awareness in Ireland all IBI members ran a seven week information campaign across all stations in 2006-2007. Two advertisements were produced to inform young people in particular about the anti-social nature and dangers of binge drinking.

Audio Files

With 86% of all Irish adults tuning into radio for over three hours a day, radio is the most cost effective way for advertisers to reach consumers. Radio, Hearing is Believing is the theme of the second Choose Radio advertising campaign which will broadcast from Monday 17th of May and aims to encourage advertisers to choose radio as part of their advertising plan.

The advertisement conveys the powerful images which can be created with just 30 seconds of airtime on radio and seeks to encourage media directors, media buyers and planners as well as key decision-makers such as managing directors, marketing and brand managers to invest in radio as an essential part of their marketing campaigns.

Audio Files

On Wednesday, 9th September (09/09/09) an estimated, 1,204,000* adults 15+ heard the same radio advertisement on thirty six radio stations nationwide just after 9am. The synchronised transmission of the advertisement was the highlight of the Irish radio industry’s first ever marketing drive to demonstrate the power of radio.

With the strapline “the most visual medium in the world” the Choose Radio campaign uses a radio advertisement and media relations to demonstrate the power of radio and to encourage media directors, media buyers and planners as well as key decision-makers such as managing directors, marketing and brand managers to invest in radio as an essential part of their marketing campaigns.

Audio Files

The IBI is the broadcast media partner to the GAA’s VHI Cúl Camps since 2009. Under the sponsorship agreement, 19 radio stations throughout Ireland will promote Cúl Camps to a wide audience by broadcasting promotional advertisements and competitions to their listeners.

GAA VHI Cúl Camps is a nationally co-ordinated programme that encourages primary school children to develop their sporting skills and participate in Gaelic Games in a fun, non-competitive environment. The camps will take place throughout the summer in almost every GAA club around the country and over 83,000 children are expected to take part.