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According to the Siren Awards page, "...The Siren Awards promote and reward the commercials that stand out from the crowd, and the winner from each round becomes the judge for the next round. The Siren Awards are designed to attract the best radio creative in Australia....", reference http://www.sirenawards.com.au/about .
The advertisement has a typical classic structure of a message sticking into the mind of the consumer by repetition of the theme, that the product is "ugly, but good for you", then towards the end repetition "Steggles turkeys are good for you". The brand name is associated with goodness repeatedly.
Overall, it is an amusing advertisement and may well generate sales.
At same time, should we consider whether heavy campaigns and whether one advertisement would fit into all kinds of formats?
First if the advertisement is repeated constantly, would the campaign be detrimental.
Second, the one size fits all approach to campaigns may not work when the background music is not suitable for the particular format, ref: https://radioinfo.com.au/news/could-be-radio-self-sabotage . In this article the author remarked that the background music in advertising clashed with the format of the station ("Buddha" on DAB+).
The Steggles campaign may well be suitable for Nova 96.9 or The Edge (96.1) , but not Smooth or "Classic Hits 2CH".
Then consideration must be made of whether the advertisement may induce listener fatigue and backfire against the advertised product.
It may well be that science can determine whether the campaign is effective in measuring the effectiveness of an advertisement.
References:
https://radioinfo.com.au/news/arn%E2%80%99s-neuro-lab-release-sound-you-can-see
https://www.radiotoday.com.au/arn-neuro-lab/
https://mumbrella.com.au/arns-neuro-lab-investigates-power-of-radio-engagement-for-advertisers-677037
Ultimately the "proof in the pudding" is whether the vendor's sales are are increased as a result of the campaign, whether the campaign is not suitable for the format or repeated constantly.
At the same time, for listeners to a particular station, will the constant campaign be a turn off resulting in fewer listeners?
Thank you,
Anthony of exciting, dynamic and analytical Belfield