Premiile obtinute la FIBRA #2:
- BRONZE FIBRA @ Best Use of Technology
- BRONZE FIBRA @ Use of New Media
- BRONZE FIBRA @ Creative Use of Media
- BRONZE FIBRA @ Radio
PRESENTING THE CASE
Campaign / Execution Summary
We started from a statistic of World Health Organization showing that 50% of young people expose themselves to unsafe levels of sound from personal audio devices, risking permanent hearing disorders.
Play it safe – A radio broadcast innovation - We programmed an extra function into the volume button of our website that allowed our listeners to experience the symptoms of the most common hearing disorders when they turned up the volume to unsafe levels.
Every time listeners pumped up volume over 70%, Tinnitus symptoms, Hyperacusis symptoms or even hearing loss took over our live broadcast and showed them what is the risk. After a few seconds, we revealed what was going on: There is nothing wrong with the radio. This is how loud music in your headphones can affect your hearing. Play it safe.
Armin van Buuren, INNA, Starley, Markus Schulz, Cazzette and many others musicians created special warnings for their songs, activated only when the volume reached unsafe levels.
Context / Problem / Opportunity / Insight
According to World Health Organizations, 50% of young people expose themselves to unsafe levels of sound from personal audio devices, risking permanent hearing disorders.
Virgin Radio is one of the top radio stations in Romania. Their mission is to keep listeners entertained, but also wants to keep them safe.
So they decided to make the young generation listen and turn down the volume in their headphones.
Our objectives were to make young people aware of the danger and inspire them to use headphones at a safe level.
We also aimed to grow the number of listeners on our website and increase the listening time.
We wanted to make Virgin Radio stand out among the numerous music platforms and radio stations available nowadays.
Target Group
Young people, aged 12-35, party animals, always playing music on the go is the main audience of Virgin Radio.
Results
Play it Safe increased the number of unique visitors to Virgin Radio’s website by 19%, while average listening time went up by 51%.
Audiences went up. Volume went down.
The campaign achieved its objective to raise awareness about the danger of exposing themselves to unsafe levels of sound in headphones. It reached 17% of our target, creating 4.7 million media impressions.
INFO
Agency/Company: MCCANN WORLDGROUP ROMANIA
Entry Case Title: PLAY IT SAFE
Brand: Virgin Radio
Client: Virgin Radio
CREDITS
Chief Creative Officer: Catalin Dobre
Copywriter: Alexandru Vasile
Art Director: Lia Bira
OTHER CONTRIBUTING COMPANIES
Media Agency: Um Romania
