| Title | GO MONO |
| Brand | RADIO 21 |
| Product/Service | RADIO STATION |
| Category |
B02. Use of Audio Platforms |
|
Entrant
|
McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Idea Creation
|
McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Media Placement
|
UM ROMANIA Bucharest, ROMANIA
|
Credits
| ADRIAN BOTAN |
MCCANN WORLGROUP |
GLOBAL EXECUTIVE CREATIVE DIRECTOR |
| CATALIN DOBRE |
MCCANN BUCHAREST |
EXECUTIVE CREATIVE DIRECTOR |
| ALEXANDRU VASILE |
MCCANN BUCHAREST |
COPYWRITER |
| LIA BIRA |
MCCANN BUCHAREST |
ART DIRECTOR |
| RALUCA FUNDEANU |
MCCANN BUCHAREST |
ACCOUNT DIRECTOR |
| DANA HOGEA |
MCCANN BUCHAREST |
CLIENT SERVICE DIRECTOR |
| CARMEN BISTRIAN |
MCCANN WORLGROUP |
CREATIVE PR |
| VICTOR CROITORU |
UM ROMANIA |
MEDIA MANAGER |
The Campaign
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, a fact acknowledged also by Romanian Police. Radio 21 introduced GO MONO, a technology that enables listening to music on the streets in only one headphone. Through this innovative radio technology, radio morning shows could be listened to in only one-ear, and, also, it was 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.
Creative Execution
Radio 21 decided to become the first radio to GO MONO with a one speaker broadcast in prime time: the morning show & GO MONO jingles. For 4 hours we kept our listeners safe.
GO MONO was supported by top Romanian and international artists that dared fans to listen to their songs in just one headphone. X-factor winner created the first song that can only be listened to MONO: that is reggae in the left headphone and electro in the right headphone. GO MONO messages went viral in social media. We went MONO in print and in outdoor.
31 artists went MONO in Romania. Romanian Police reacted and joined the campaign. The campaign reached 3.5 million people and Radio 21 audience went up.
Radio 21, a top national radio station in Romania, brought an innovative way using radio for a social cause: it was the first radio to GO MONO for its listeners by using one-headphone technology and broadcasted it in prime time, to keep their listeners safe from traffic accidents. To amplify the message, GO MONO went on print and out-of-home, too.
Insights, Strategy and the Idea
Radio 21 broadcasted the campaign message in online, outdoor and print, to make more people aware of the social problem, and make them act safer when they are listening music on the street.