Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: T. BURTON GUITARS
Product/Service: GUITARS
Agency: NIENALTOWSKI
Creative Director/Art Director: Krzysztof Nienaltowski (Nienaltowski.com)
Copywriter: Lilana Nienaltowska (Nienaltowski.com)
Project Manager: Stefania Nienaltowska (Nienaltowski.com)
Art Director: Marcin Jazynski (Nienaltowski.com)
Sound Designer/Engineer: Piotr Czubin (Dysonans Studio)
Sound Engineer: Maciek Polak (Freelancer)
Media placement: Radio Campaign - Radio Kampus 97,1 FM Warsaw - 5 March 2012
Describe the brief/objective of the direct campaign.
New as well as old customers, in fact everybody who plays guitar in Poland. The strategy was to get more people interested in the T. Burton brand. Moreover the brand wanted to give to the guitarists a useful (and free of charge) tool to support their hobby.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To tune a guitar you need experience or a point of reference. Take the sound 'A' that is 440Hz. How do you find 'A', if there's no keyboarder around?
Radio ad: It's the producer of T. Burton guitars here. Press the thinnest string on the fifth fret and tune your guitar to the time signal you'll hear after this ad.
This ad always ran as the last commercial of the break. Just before the standard time signal (that is 'A') announcing the full hour. Thanks to that, a well-known radio signal is now associated with the T. Burton brand.
Explain why the creative execution was relevant to the product or service.
We used the standard radio sound played in almost all Polish radio stations every hour. Even after the campaign stopped, the standard time signal still 'sells' the T. Burton brand. Thanks to the ad the standard radio time signal has been owned by the T. Burton brand.
T. Burton Guitars is a small brand that cannot afford a huge budget for a campaign. Therefore it was highly recommended to make use of a cheaper way to promote the brand (8 second radio ads) and make use of the air time the brand didn't have to pay for (the time signal).
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
T. Burton earned its name as the brand that truly supports all guitarists, not only their customers. By giving away for free a useful tool for tuning a guitar a relationship has been built between the brand and the guitarists. The standard radio time signal now works and will work in the future for T. Burton Guitars.