On the evening of June 19, 2012, the "Radio Award" of the Radio Marketing Service (RMS) was presented for the seventh time at Palais Niederösterreich. The Universal radio spot conceived by Reichl und Partner emerged as the clear winner in the "Speedies" category at the "Radio Research Day". This group includes all those radio spots that show significant increase values after only a few placements.
" I am very happy about this special award. The developments in the online sector are increasing more and more rapidly and it is important to keep an eye on the current trends. It's nice to see that a medium that has been around for more than 100 years still enjoys the highest popularity. One can really speak here of the 'advertising miracle of radio'. In my opinion, a successful and attractively designed radio spot can contribute significantly to the success of a campaign", explains agency boss Mag. Rainer Reichl.
An ingenious collaboration
The winning spot went on air from March 2011 to February 2012 and will be remembered for its catchy melody and the slogan "simply ingenious - Universal". The "Sunday spots" were produced by the Reichl und Partner advertising agency. Reichl und Partner Media is responsible for the execution. The cooperation with Austria's largest mail order company, Universal, has been in place since 2011. The concept of the campaign is based primarily on the possibility of shopping extensively on Sundays: online at Universal.
"The Radio Award is a very special award for Universal, because it is the listeners themselves who decide who wins," says Harald Gutschi, spokesman for the management of Universal Austria.
In the picture from left to right:
Michael Piber (Senior Account Director, Reichl und Partner), Valentina Rajh (Account Director, Reichl und Partner), Karina Jäger (Media Director, Reichl und Partner), Harald Gutschi (Spokesman of the Management Board Universal), Doris Kemptner (Communications, Universal), Helmut Schönfelder (Director Universal Mail Order and Brand Manager Universal), Helmut Wagner (Head of Advertising Department, Universal)
The listeners decide
The "Radio Award" is based on survey data from Focus Media Research and is considered particularly valuable because the jury is made up of listeners and thus potential consumers. Based on the criteria of spot awareness, brand impact and image assessment, an index - the so-called "RMS Score" - is determined and all spots that went on air in the period from March 2011 to February 2012 are tested. This results in the three categories: Top Sellers, Permanent Performers and Speedies.