Radio is the unsung media these days. But here’s an idea: Work with local stations to create unusual programming lengths and exclusive positioning. In this case, Boatmen’s Bancshares of St. Louis (later merged with Nation’s Bank) secured exclusive 10-second “radio billboards” during morning and afternoon drivetime news. We wrote about 100 of these vignettes, for as many products and services.
Boatmen’s brand was based on honest humor, and featured the talented Thom Sharp in all broadcast applications. The appeal of this campaign was in re-thinking how a traditional medium could be leveraged to better engage a busy audience.
