BMF Nabs Siren Awards Round Three For ALDI Australia
BMF has won round three of the 2023 Siren Awards with the ad campaign, “Specials you can buy” for ALDI Australia.
The radio ad series from creatives Kiah Nicholas and Emily Field featured a hero brand spot with an ongoing retail layer focussing on Special Buys products including washing machines, bed linen and barista-quality coffee machines.
Nicholas and Field said: “We had a quality job to do on ALDI Special Buys. So, when we started spit-balling, we found ourselves asking: what is special? Is the universe special? Earth? Humanity? Love? This microcosm? And out of everything in it, what makes ALDI Special Buys special?”
“Then, in our state of existential-like insanity, we thought the obvious: It’s special, you can buy!”
Treating ALDI Special Buys with the same reverence as some of the most special things in existence, made the campaign unique.
“To make an effective radio ad, don’t act, sound, or be like a radio ad. Not just on brand briefs, but on retail too. Retail ads rarely leave anything to the imagination. But they should, because letting listeners connect the dots, and creating a smile in the mind, is what makes for effective work,” they added.
The Sirens Council also selected the BMF produced ‘Special You Can Buy – Atoms 1078’, as the best single ad of the round.
The ad is now in the running for the 2023 Gold Siren Award for the best radio ad, with the major prize being a trip for the winners and their clients to the Cannes Lions International Advertising Festival.
CRA chief executive officer Ford Ennals said: “BMF’s winning ad is another outstanding example of radio creative at its best. It delivers unique storytelling and introduces an unexpected element to capture attention.”
Ennals said GfK survey figures released recently showed a record 12.14m listeners tuned into commercial radio each week across the five metro markets, reinforcing the medium’s ability to reach mass audiences.
“Congratulations to all our winners from round 3 of the Siren Awards. I’m looking forward to hearing more high-quality ads that stand out from the crowd over the coming weeks and encourage all agencies to enter,” he added.
Sound engineer Nick Gallagher from Cue Sound studio took home the craft category winner for the West Australian Ballet piece, ‘Music. Ballet. Side by side.
The Siren Awards are run by CRA to recognise outstanding radio advertising and are judged by industry experts across five rounds throughout the year, plus a final call round.
Winning entries from each round are entered into the 2023 Gold Siren Awards, with the winner to be announced in May 2023.
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