Belgium’s Smartphoto boosts marketing with radio campaign

In today’s fast-paced marketing environment – filled with dancing influencers and snack-sized videos – it’s easy to forget another piece of the advertising puzzle: consistency. Belgium-based VAR published a case study showing how Smartphoto Group‘s consistent and catchy radio advertising program boosted name recognition over the six-year campaign.

According to the article, “The concept of Smartphoto has been simple for 6 years: a recognizable problem becomes – ‘Ping!’ – solved with a photo idea. A voice-over then explains which specific solution smartphoto.be offers. Each spot closes with our recognizable tune that underlines the most important USP: ‘The best photo idea at smartphoto.be’.”

“Radio advertisements have always helped us in our growth strategy, they are complementary to our online marketing campaigns and also have an activating effect. We closely monitor the results of our campaigns and are pleased with the good results that are on the rise”, confirms Evelien Tonnard, Marketing Manager Smartphoto Belgium, in the article.

The campaign showed, in the chart below, that Smartphoto now enjoys high name recognition, as well as an increased understanding of the company’s photo offerings.

“84% blinded recall: that is definitely an exceptional score for a campaign,” confirms Var account manager Bart De Wit. “This figure is also combined with scores of up to 75% brand attributes , which makes the result even more striking. The fact that this also includes a record activation score will not come as a surprise: more than half of those surveyed are considering Smartphoto after hearing the commercial. A dream scenario for an advertiser, I think.”