Physical Address
Radio Agency
49 Brown St, Ponsonby
Auckland 1021
New Zealand
Postal Address
Radio Agency
PO Box 47 868
Ponsonby, Auckland
New Zealand
Creative Director
Anthony Hurst
Phone: (09) 360 0501
Mobile: 021 678 799
Build Your Brand With A Selling Jingle
We supply most of our clients with audio logos or “jingles” – because they work. An audio logo or jingle is a catchy tune with a message that reflects your brand. Jingles have been successfully used for many years, and a good jingle has HUGE recall.
“An audio brand logo can elicit the same level of recognition and convey the same attributes as the visual brand logo does” (Cheskin).
A study by Cheskin Research and Beatnik, concluded that audio logos or jingles can equal the impact of a visual logo. Callcentre People noted a substantial increase in the response rate generated from their ads when they added an audio logo - from 12 to (eventually) 70 calls a week.
With the ever increasing number of radio stations, rapid expansion of portable listening devices and acceptance of more audio content on websites – the need to develop your own, individual audio brand is paramount.
Jingle Case Studies
TE PAPA, Museum of New Zealand
Te Papa are regular users of radio in the Wellington region. The brief was to develop an audio signature which conveyed Te Papa’s status as a Waharoa or gateway to an encounter with the essence of New Zealand’s land and people. After exploring the museum, Radio Agency developed an audio story, very much like a journey through Te Papa with sound imagery that reflected the formation of the land, the evolution of the birds, forests and people. The audio exploration progresses to the “Kids Zone” area and to modern technology. The full sixty second audioscape provides a bed for the voice over to convey a full narrative – or key, relevant segments can be selected for particular events – for instance, kids zone for school holidays.
"The Te Papa brand is a complex one, and you and your team have managed to capture all of the complexities, including our bi-cultural nature very well."
Vicki Connor – Manager, Communications. Te Papa.
City Councils – Recycle (composed and first broadcast 2000)
North Shore City’s Danielle Kennedy and Auckland City Council’s Lisa Eve saw a need for the development of a behavioural and attitudinal change in the population towards waste management and were frustrated by the limitations that print material had in creating impact or developing behavioural change. With plans to change waste collection to incorporate recycling to a greater degree for the regions councils, the need to take a long term, progressive view in communications it was determined that radio could deliver an emotional pitch in developing “recycling” as a brand. Thus “Recycle” the jingle was born! It has been used successfully to convey regular waste management communications in the Auckland region and was also adopted by the Ruapehu District Council and used in a successful campaign to establish recycling facilities at the Whakapapa ski-field on Mount Ruapehu.
Says former Department of Conservation Communications Director for the Ruapehu, Warren Furner: “Council was taking considerable landfill waste – at a cost, down off the ski-field, which much of the material could be recycled. After meetings with management on the mountain, we were frustrated by their belief that the cost of establishing managed recycle processes would be ineffective. The “don’t be a tosser” Recycle campaign was developed and within months, the staff had requested that management allow provisions to be made to efficiently separate recycle material from waste.
More Jingles
Contact us at to find out more how a jingle can promote your brand.
