Creative Spotlight: Checkatrade

When you hear the word ‘Checkatrade’, what comes to mind? Chances are the voice in your head conjures up the catchy ‘Checkatrade, Checkatrade.com’ earworm from the well-known tradespeople recommendation site.

With our Big Audio Datamine research showing that an established sonic brand device can drive ad awareness, it’s no wonder that the sonic has stuck in our collective mind. And our Ad of the Month for January, sees Checkatrade humorously play the victim of its catchy tagline’s success, much to the frustration of the narrator.

Throughout the radio ad, created by St Luke’s, the narrator has a terrible time trying to land messages about the reputable tradespeople available for hire on the site. Despite his best efforts, he just can’t help but be interrupted by the all-encompassing earworm.

With the sonic also working as a call-to-action to visit the site, Checkatrade’s ad is a great example of an online brand using the power of radio to drive online response. Checkatrade were one of 4 brands measured in Radiocentre’s Performance Multiplier research, which explored radio’s important role in driving web traffic and its multiplier effect on other performance channels.

For more information on radio’s ability to uplift performance marketing campaigns, you can read our report here. And for reputable tradespeople? You know what to do…

Creative agency: St Luke’s