The 'Real Talk' on the advertising power of radio

Swiss Radioworld and CH Media are launching a communication campaign in cooperation with the Association of Swiss Private Radios (VSP) and the Radios Régionales Romandes (RRR) to raise awareness of the benefits of radio advertising as an attractive sales promotion tool in the Swiss advertising market.

Küsnacht, September 26, 2024 - The high reach, credibility and positive advertising impact of radio are regularly confirmed by studies. Case studies such as IKEA, which show a 66% increase in visitors and a 33% increase in sales thanks to radio advertising, demonstrate the enormous potential of this advertising medium. Nevertheless, radio is still given too little consideration in many media plans.

This is precisely where the new campaign by Swiss Radioworld, CH Media, the Swiss Private Radio Association (VSP) and Radios Régionales Romandes (RRR) comes in, as Ralf Brachat, Managing Director of Swiss Radioworld, explains: "For many advertisers, radio does not yet have the status it deserves. Yet radio offers excellent value for money, particularly as a sales medium, and reaches a wide range of target groups. We want to raise awareness of this potential again."

Clear messages with a wink show what radio has to offer
The "Real Talk" campaign developed by the Family agency aims to highlight the benefits of radio and position the medium as an effective sales promotion tool for marketing decision-makers. The humorous multi-channel campaign makes clear statements and speaks directly to the target group.

Peter Scheurer, Managing Director of VSP, comments: "We deliberately opted for a somewhat cheekier style of communication, as the medium of radio, with all its advantages, can certainly present itself confidently - even in direct comparison with other advertising media."

Landing page conveys radio advertising know-how
The advertising materials used lead to the new bilingual landing page radiobuchen.ch and publicite-radio.ch, which advertisers can use to access about 50 Swiss private radio stations and marketers to book radio advertising directly. The website also shows the most important USPs, offers current study results, customer cases and practical tips on radio advertising. "Many advertisers don't know, for example, that radio commercials can be produced very quickly and cost-effectively - and easily via the radio stations. We want to counteract these knowledge gaps in the market," explains Nicola Bomio, VSP President and Head of Radio at CH Media.

The campaign will now run for several weeks via online ads, print ads, posters and, of course, radio spots in German-speaking and French-speaking Switzerland. The campaign subjects are available to all interested parties for download at radiobuchen.ch.

Credits
Responsible at Swiss Radioworld/Goldbach: Ralf Brachat (Managing Director Swiss Radioworld), Guido Trevisan (CMO Goldbach Group AG), Jessica Wonneberger (Head of Digital Marketing), Nadia Vitale (Senior Content Marketing Manager)
Responsible at CH Media: Nicole Fuchs (Head of Corporate Marketing and Branding), Nicola Bomio (Head of Radio)
Responsible at the Swiss Private Radio Association (VSP): Peter Scheurer (Managing Director)
Responsible at Radios Régionales Romandes (RRR): Matthieu Baumgartner (member of the association)
Responsible at Family Agency: Tabea Mader (Account Manager), Jan Walser (Creative Director), Florian Weitzel (Creative Director), Severin Binkert (Graphic Designer), Marc Ambühl (Head of Postproduction), Claudio Catrambone (CCO / CEO)