In 2024 we have started with the SONIQ SWEET SPOT award.
Every quarter we aim to award the spot that combines originality, creativity, production value and clarity par excellence.
So ‘Radio Advertising at its best’ as a source of inspiration for audio creators.
Audio advertising is a discipline in itself and it remains a challenge to build auditive territories while being creative and fresh. With the new interpretation of SONIQ, VIA wants to look for creations that can be an example and an inspiration for other audio creators.
Every month an average of 390 new creations (NL + FR) are produced and broadcasted on radio. These can be new campaigns (often with different spot versions) or existing campaigns with an updated version of a spot.
The two language areas are assessed separately. It is therefore possible for the same campaign to win in both national languages, but it could just as easily be two different advertisers/campaigns.
Selection process
- VIA operates the bulk selection in Addwizz from Nielsen
- An initial preselection is done by downsizing this harvest to 25 spots NL and 25 spots FR
- This long list is submitted for vote to the members of VIA dealing with audio (DPG Media, VAR and RMB). This vote reduces the longlist to a shortlist of 10 NL and 10 FR
- The main jury determines the final winner through voting on a specially developed platform
Conditions
- Only new spots or spot versions are selected. This is done by using the “new to the market” filter in Addwizz by Nielsen.
- The spot length is at least 15” or longer.
- Sectors media, events, associated events and publishing are excluded
- The creation must have been present during the period on at least 2 national radios with at least 20 spots. This criterion applies separately to North and South. the final winner by voting on a specially developed platform
The jury is composed of creatives, professionals from production houses and journalists. These are the names of the 2024 jury (in alphabetical order):
- Pierre-Etienne Bonnet (Radio director / Podcast producer , Sonhouse)
- Debby De Ridder (Creative Content Director , Happiness)
- Toon Jansegers (Audio Music Producer / Audio Director , Raygun)
- Wesley Kuystermans (Creatief directeur, LDV United)
- Alison Luca (Chargée de projet , Lezarts Urbains)
- Arnaud Pitz (Creative Director , Egghunter)
- Benoit Pirson (Manager, Bleu nuit)
- Leen Renders (Realisator, Geluidshuis)
- Merouane Saadi (Music & Podcast Advertising Lead Europe , Nextbroadcast)
- Régine Smetz (Copywriter , TBWA)
- Paul Wauters (Chief Creative Officer, Accenture Song)
- Griet Byl (Editor in Chief, MM)
- Damien Lemaire (Chief editor, MM)
