Cool Marketing Thoughts

LG&F developed a campaign for the VAR, an organization that manages audio advertisement on the Flemish radio channels. In this campaign two Flemish hits and one international track are being highlighted because of the nonsense of the lyrics. The copy points out that it’s quite obvious that if radio can sell these specific items (that don’t have an actual obvious purpose), you’d be quite surprized of all the things it can sell. On the one hand this campaign seems quite ‘basic’, but on the other I like the angle they’ve chosen to approach the matter. Indeed, radio is a powerful medium, but it’s never been easy to measure just exactly how far it reaches and how popular it is. It’s not an easy brief to turn this into a campaign. Picking the radio hits with songtexts that don’t really make a point is a very creative idea. Indeed, if radio can sell this crap and make it popular, you’d be surprized of all the other crap stuff it can help you sell.

Copy:
“If radio can sell this, you don’t have to ask what it can do for your product.”

“Turn your product into a radio hit. And because you really want to know how high you rank in the charts, the VAR launches the first Belgian ROI stats for radio campaigns. The stats don’t lie, radio is and remains an extremely powerful and profitable medium. We knew this already, but now we can prove it as well. For more details about the research or for an appointment, call 02-716 34 25 or mail to maryse[@]var.be”

Agency: LG&F
Cliënt: VAR
Account: Francis Lippens
Creation: Johan Roelandt & Koen Van Deun
Creative Directors: Christophe Ghewy & Paul Wauters
Photographer: Kris Van Beek
Production: Dr. Swing (Radio)