LA Times radio campaign gets "Spot of the Month"
A one-minute radio spot created for the LA Times by Heil Brice Retail Advertising Newport Beach, CA recently was named, "Commercial of the Month" by the SCBA's General Sales Managers Council.
"It was one of three campaigns that we presented to the Times," recalls HBRA Creative Director Michael Robertson. This campaign is called, "Opposites." It was a very daunting assignment because we had three different categories of news, sales and entertainment. The commercials were going to be running on different kinds of Radio stations, but at the same time, I felt the campaign had to have something that held each of the spots together. The notion of "opposites" came to me because, when newspapers come into the house, everyone has a different interest. Everyone wants his or her section. I'm this kind of a person, she's that kind of a person...our lives are so divergent. Well, we found our common ground in the Los Angeles Times. It helps us shape our social life. And brings us together on vital issues of the day."
The series involved comprehensive research done by the Times and its creative ad arm. HBRA EVP Account Services Jeff Morris says, "This award is for the radio spot we created to promote the benefits of using the Calendar section in the LA Times. But this spot is just one small piece of our whole broadcast marketing plan. We created a whole series of spots designed to appeal to very specific, different psychographic segments. We dug into Scarborough and Prism data to help us discover what "type" of person reads the paper just for the great sales and shopping opportunities it provides...so the production and talent we used were totally different than the spots we created for the "Calendar" section. I love this plan because it used radio in a very focused, tactical way. We created different radio spots for different Radio stations in order to appeal to their audiences with specific interests. The fact that we created new spots each week, based on the content of the paper kept the campaign timely and the creative fresh and new."
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