The World Cup should be the number one topic of conversation this Summer. TV will dominate "game time", but radio can be used to reach out to audiences at key times of the day outside actual "game time" e.g the morning after, and the big match build up.

Use radio to engage audiences using the passion, fun, excitement and "talkability" that it can generate around the World Cup.

Harness radio's conversational characteristics, and contribute to key conversation points during the day, giving brands a real-time presence: The Morning after (the aftermath - breakfast peak, in-car), The working day (water cooler moments), Pre Match Build up (generate hype & anticipation).

A great recent example is Carlesberg's use of branded content during Euro 2004, creating a call to action for Carlesberg's association with the England football team. See Carlsberg's video case study in the attached document. Another great example is from Jaffa Cakes who created fast turnaround ads to reflect England's fortunes during the World Cup in 2002. Again, see the video case study in the attached document

Radio is live and spontanious - ideal environment to compliment the mood of the nation and be associated with latest World Cup news updates & developments e.g. a) Announcement of line ups, Gossip, Player interviews. It's also flexible - fast turnaround of ad copy.