Radio has been a historic communication platform, starting as far back as the 1950s with Mono signal and then moving on to the current FM and Stereo. The medium has now been revolutionised one step further, where Ster-Kinekor and Cinemark have partnered up with 3D Radio to launch a new and innovative form of in-cinema advertising via a 3D platform.
The aim of this new, revolutionary platform is to ignite the theatre of the mind amongst cinema audiences by only utilizing the 5.1 surround sound, therefore heightening the senses of the audiences’ ears. This is achieved by only showing a black picture on the screen, forcing audience members to listen more carefully due to the lack of visual aids.
Philips Lighting was one of the first companies to take advantage of this innovate new form of advertising – a double whammy showcasing the advantages of radio and cinema – and aired its 3D Radio spot recently at the Cine Prestige at the Ster-Kinekor in Sandton City, much to the intrigue of its audience.
Founders of 3D Radio, Louis Enslin and Cameron Naidoo, say the company offers brand and creative agencies a platform to express themselves in a fresh and innovative way. “Agencies and clients have the opportunity to really think out of the box, and craft their advertising messages to specific audiences, movies or scenes,” says Enslin.
It is also a cost effective platform he adds. Cinema or broadcast advertising can become expensive but via 3D Radio, clients can utilise the cinema feel with a radio production budget.
“Furthermore, as a media owner, it generates revenue from a previously unused medium and as an agency, you can really provide your clients with a powerful and creative advertising solution,” Enslin says.
Naidoo says that the mechanics of this innovative advertising technique are quite simple: “We can either ‘upmix’ your existing radio commercial to 5.1, or create a true ‘3D’ Radio spot from scratch. 3D animation, titles and packshots are also on the table for advertisers when using 3D Radio, where we create a simple visual that digests your brand or message in the mind of the audience.”
3D Radio has collaborated with Ster-Kinekor and Cinemark to bring the medium to life, ensuring that they can offer effective advertising strategies for clients and a truly unique experience for consumers.
Scott Lawrence of Cinemark says, “3D Radio spots are a great way to re-ignite the imagination of your audience and with its non-traditional manner, it simply slots into the traditional ad reel for a real 3D feel.”
Naidoo emphasises that 3D Radio is a new way to connect with your audience via a ‘radio ad’.
“When we create a 3D Radio spot, we can take full advantage of all of the speakers in every cinema, creating amazing soundscapes. It’s a dream come true for most creatives who want to think out of the box, and most importantly it’s a new platform to get ultra creative”, he explains.
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