How listeners changed the ad script

Case study: when a life insurance ad prompted listener complaints the advertiser BrightRock identified an opportunity to engage with consumers and strengthen its market positioning.

The complaints came from radio listeners in South Africa who felt the ad portrayed an stereotype character with offensive views. Talk Radio 702 put their calls to air and hosted a radio debate about the issue.

As a result of this debate and subsequent engagement work from the advertiser and its agency listeners were invited to rescript the ad they found offensive.

Watch the video for the full story – it demonstrates how close are radio listeners to their favourite stations, how presenter endorsement adds value to a campaign, and how a smart advertiser can use the remarkable relationship between radio and listener to enhance its own brand personality.