Industry News

Best Use of Audio at this year’s Media Week Awards

Global picked up a gold award at last week’s Media Week Awards for Best Use of Audio for its ‘Heart Toddler Trax’, for baby and toddler food company Organix. The category is sponsored by Radiocentre, and recognises innovation, creativity, planning, use of data and consequent business results through having an effective and smart audio strategy.

This year awards returned as an in-person event for the first time since the pandemic with more than 850 guests at the black tie dinner at the JW Marriott Grosvenor House London on Park Lane. The prestigious awards celebrate the best campaigns, agencies and teams over the past 12 months with Manning Gottlieb OMD winning media agency of the year.

Global’s winning entry was a clever idea that showed how music styles can be adapted to little ears similar to how Organix creates its meals and snacks for toddlers. Organix offers a range of fun-filled baby foods and toddler snacks, using the same ingredients in its food as you would find in adults’ food, but adapting it to the tastes of toddlers. 

In the same way Organix specially designs its food for tiny taste buds, Heart and its playlist was redesigned for tiny ears (or “audio palates”) to reaffirm Organix’s taste credentials and bring to life its brand positioning of “nobody understands little people’s tastes like Organix”. 

This led to the concept of Heart Toddler Trax, a pop-up station from Heart and Organix playing the same Heart playlist but with tracks musically “reimagined” to suit the tastes of younger audiences. Toddler Trax, available on Global Player, featured hits by Ed Sheeran, Pink, Adele, Justin Timberlake, Lady Gaga, Bruno Mars reimagined as a lullaby.

Judges said this was an “imaginative campaign showing real thought and insight into the sector”. They enjoyed the approach to making people think about how taste can differ and said “it was a brilliant idea to toddler-ise well known music in a pop-up radio station which made it relatable to many parents”.

Both Silver and bronze Best Use of Audio were also awarded to radio campaigns, with a campaign entitled Radio Saved this Video Star”, by Wavemaker UK for Netflix and “Little Helps Day” by MediaCom, Bauer, Global and Wireless for Tesco.

Radiocentre’s Client Director Lucy Barrett said:

“Congratulations to all the winners and everyone on the shortlist because this year’s entries were of such a high standard with some very robust and inspiring case studies. Many papers placed a great deal of emphasis not only on the role radio had played during the pandemic, but also its flexibility and creative opportunity and the wide range of audiences it attracts. It was particularly pleasing to see a lot of evidence of how much agencies used Radiocentre’s Listening in Covid research over the last 18 months.”