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. Top artists went MONO, and even 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.
Campaign Success
Radio 21’s GO MONO was amplified by music celebrities and their online fans communities, outdoor and press ads, to make more people aware of the social problem, and make them act safer when they are listening music on the street. 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Through an innovative way listening radio on the streets, Radio 21, a top national radio station in Romania, introduced GO MONO, a one-headphone listening technology and was broadcasted it in prime time, to keep their listeners safe from traffic accidents. 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.
31 artists went MONO in Romania. Romanian Police reacted and joined the campaign. The
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.