Premiile obtinute la FIBRA #2:
- SILVER FIBRA @ Radio
- SILVER FIBRA @ Creative Use of Media
- BRONZE FIBRA @ Use of New Media
PRESENTING THE CASE
Campaign / Execution Summary
Radio 21, one of the biggest radio stations in Romania, was the first radio to GO MONO with a one speaker broadcast in prime time: the morning show. For 4 hours we kept our listeners safe.
We used the radio medium to create the habit of using one headphone: we created GO MONO jingles broadcasted in one speaker.
Top artists went MONO and asked fans to listen to their music in one headphone when they are on the street.
X-factor winner created the first song that can only be listened to in one headphone: that is reggae in the left headphone and electro in the right headphone.
GO MONO messages wen viral in social media. We went MONO in print and in outdoor.
CONTEXT / PROBLEM / OPPORTUNITY / INSIGHT
People die every day in traffic accidents caused by listening to music in both headphones. According to a study from Maryland University Massachusetts, the number has tripled in the last six years.
Without a law regulating headphone use in Romania, Radio 21 wanted to change behavior and teach people to listen to music in just one headphone to hear the traffic.
When it comes to listening to music in traffic, people will take their changes. So we had to find an alternative solution that they will keep them safe and keep them entertained.
TARGET GROUP
Without a law regulating headphone use in Romania, Radio 21 wanted to change behavior of the general public and teach people to listen to music in just one headphone to hear the traffic.
RESULTS
31 artists went mono. Romanian police reacted and joined the campaign. The campaign reached 3.5 million people and radio 21 audience went up.
INFO
Agency/Company: MCCANN WORLDGROUP ROMANIA
Entry Case Title: Go Mono
Brand: Radio 21
Client: Radio 21
CREDITS
Chief Creative Officer: Catalin Dobre
Copywriter: Alexandru Vasile
Art Director: Lia Bira
