OMD triumphs in ‘Best Use of Audio’ category at the Media Week Awards

Manning Gottlieb OMD has scooped the prize for ‘Best Use of Audio’ at the Media Week Awards for its innovative radio campaign for Virgin Trains.

The campaign highlights just how hellish it is to be stuck in traffic on the M1 and the M6; both motorways cover the same journey as Virgin Trains’ Leeds and Birmingham routes.

Google’s traffic data was used to isolate the worst places, days of the week and times of day when delays were most likely, identifying broad ‘hell-spots’ along the motorways. Manning Gottlieb OMD then created and delivered bespoke copy for each 20km stretch of the motorway, with the copy changing, based on time of day, day of week and around traffic blackspots. It marked the first time copy for radio had been planned, bought and created in this way.

Silver was awarded to Goodstuff for its poetry-led campaign for Yorkshire Tea featuring the mellow tones of poet Ian McMillan, turning a written poem about tea into 300 spoken word, dynamic audio ads.

Bronze went to Spotify and MediaCom for ‘The Hunger Spotter’ campaign – which build on an already-successful marketing strategy for the brand, and used a musical track to tell listeners that they’re not themselves when they’re hungry.

Lucy Barrett, Client Director at Radiocentre, said:

“There is an audio revolution going on, so it’s no surprise to see so many brilliant audio and radio campaigns were nominated this year; it’s a clear indicator that clients are joining in.”

To hear more from the Awards, listen to our See Radio Differently Podcast Media Week Awards Special here.