We are very proud to announce that our collaboration with Service King, a leader in automotive collision repair, has been selected as the winner of the third annual Westwood One Super Bowl Sound Awards. Service King’s “Mission 2 Hire” radio spot was crowned the winner of this distinguished honor for audio creativity based on a combination of votes from listeners for their favorite radio spots as well as through a comprehensive Nielsen consumer study. You can listen to the ad below:
Our team worked closely with the Service King team to write and produce a creative and compelling radio advertisement that promotes their Mission 2 Hire program. Dedicated to hiring 500 veterans and their spouses at their various collision repair centers throughout the U.S., the program aims to give back to the community by giving to jobs to those who deserve them most.
The 30-second radio spot captured the essence of the brand with unique elements such as an emotional perspective that helped to illustrate the goals of the program and provide a memorable listening experience that uniquely positioned the ad to stand apart from the competition. Narrated by 13-year Army veteran Jeremiah Kuehl, one of nearly 100 veterans recruited and hired by Service King as a part of its ongoing Mission 2 Hire campaign, the radio spot was a part of a larger omnichannel marketing campaign that has included a website redesign and a multi-faceted digital marketing strategy.
"Audio builds brands and drives sales. Today we celebrate excellence in audio creative on the Golden Anniversary of the Super Bowl, Super Bowl 50," said Brandon Berman, SVP, Sports Sales & Marketing for the competition’s sponsor, Westwood One. "We congratulate Service King, Motel 6, and Wendy's for their audio excellence."
Westwood One is the exclusive national radio partner of the NFL and aired national play-by-play coverage of Super Bowl 50 from Levi’s Stadium in Santa Clara, California last Sunday. Their broadcast was heard on more than 650 radio stations and simulcast on SiriusXM Radio, the TuneIn Radio App, NFL Game Pass, NFL Mobile from Verizon app, and on the American Forces Radio Network. With more than 28 million fans engaging with their coverage via on air, digital, and social media platforms, the Super Bowl Sound Awards were created to encourage brands and their agencies to fashion memorable, breakthrough creative that resonates with listeners.
An array of online, on-air, and social media promotions encouraged listeners to vote for their favorite Super Bowl commercial from midnight Wednesday, February 3rd through 12:00 pm Monday, February 8th. Nielsen also conducted an 8-minute self-administered online survey from January 29-31, 2016, among 3,030 U.S. residents 18 and older that were not employed in advertising. The winner was determined based on the percentage of respondents rating how they liked the ad on a 1 to 5 scale. Each respondent also ranked each ad in terms of how memorable, engaging, and relevant if they were able to remember the brand or product/service for each ad.