National audio campaign builds brand recall for pharmaceutical brand

Curiosity is the first step to connection

Launching a brand in a regulated health category requires a different creative approach. Canadian advertising regulations limit how much information can be shared, meaning campaigns must rely on strong storytelling to build recognition and spark curiosity.

A national radio advertising campaign introduced Canadians to a new pharmaceutical brand through memorable audio creative designed to capture attention and drive discovery.

Campaign impact was measured through an independent Angus Reid study evaluating recall and audience response after exposure to the ad.

Awareness that sticks

Before hearing the ad, 63% of Canadians had never heard of the brand. Despite this low starting point, the campaign quickly built recognition.

After exposure to the ad:

• 70% of listeners recalled the brand name
• 58% of those previously unaware remembered it

Starting from very low baseline awareness, the campaign demonstrates how radio advertising can rapidly introduce new brands and make them memorable.

Turning awareness into action 

Beyond recall, the campaign sparked curiosity and motivated audiences to learn more. 

After hearing the ad: 

• 40% said they would search for the brand online 
• 23% said they would visit the brand website 
• 10% said they would talk about the ad with others 

These behaviours show how audio advertising can move audiences from awareness to active discovery.

Engaging creative drives attention

Listeners who responded positively to the ad highlighted several factors that helped it stand out:

• The voice and tone of the ad
• Music and sound design that captured attention
• A positive, energetic style that made the ad memorable

These creative elements helped the campaign cut through and deliver a brand message that audiences could recall later.

Why it worked

In regulated health categories where messaging is limited, advertising must focus on recognition and curiosity rather than product explanation.

By combining memorable creative with national audio reach, the campaign introduced the brand to Canadians and encouraged audiences to seek out more information.

The bottom line: Audio drives discovery

This radio advertising case study shows how audio campaigns can quickly build brand recognition and spark curiosity even in regulated categories.

Starting from low baseline awareness, the campaign successfully established brand recall and encouraged Canadians to take the next step by searching online or visiting the brand website.

Source: Angus Reid radio ad assessment. Results based on exposed vs. control group methodology.