Communicating a corporate message by triggering images and emotions in customers' minds, this year's radio advertisements used innovative and creative ideas to overcome the difficulties of connecting consumers with financial services. All of the shortlisted advertisements demonstrated original ways to raise the product provider's brand profile and made the provider more acceptable to the intermediary's client.
Winner: WCRS Limited - Prudential – 50 Something
From a very strong field, WCRS's 50-Something poem for Prudential stood out for the way it struck a nerve with people thinking about planning their financial future. One of a radio campaign of 15 poems, the advertisement won over judges both as a beautifully written, well observed individual piece and an integral part of the overall campaign.
Second: BMP DDB – Barclaycard - Barclaycard Premiership Season Opening Advertising
Third: family - Dunfermline - Longer, happier relationship