| Title | STOP 30 |
| Brand | VRT |
| Product/Service | RADIO 1 |
| Category |
B03. Use of Audio Platforms |
|
Entrant
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Idea Creation
|
MORTIERBRIGADE Brussels, BELGIUM
|
|
Media Placement
|
VRT Brussels, BELGIUM
|
|
Production
|
SONICVILLE Brussels, BELGIUM
|
Credits
| Jens Mortier |
mortierbrigade |
Creative Director |
| Joost Berends |
mortierbrigade |
Creative Director |
| Philippe De Ceuster |
mortierbrigade |
Creative Director |
| Charlotte Coddens |
mortierbrigade |
Head of Production |
| Lies Bernaer |
mortierbrigade |
Agency Producer |
| Jan Schoofs |
mortierbrigade |
Copywriter |
| Babo Schokker |
mortierbrigade |
Art Director |
| Ward Geerts |
|
Editor |
The Campaign
To announce this, we changed the lyrics of some popular songs, often played on the radio. These adapted songs were placed in the music playlist.
Featuring: Bob Marley and ‘Traffic Jammin’ And also starring AC/DC’s "This highway is hell" , Elton John & Kiki Dee with "Don't go braking that hard" and Lenny Kravtiz’ "Mister Crap Driver"
Creative Execution
The ads were put in the music playlist of Radio 1 (not in the commercial breaks). During peak times. Taking the target group by surprise, while they were in the middle of traffic jams. On the Radio 1 website and on social media, we placed karaoke versions of the songs, so people could sing along while they are stuck in traffic.
And vote for their favourite jams.
‘The Radio 1 Stop 30’ was one of the most successful shows ever on Radio 1.
- 64.000 people voted on
- we didn’t solve the traffic jams, but at least we eased the pain
These ads sound like songs, but were actually commercials. They were put in the music playlist on Radio 1, not in the commercial breaks. They were played during peak hours, when our target group is in the middle of traffic jams, listening to the radio. This was a fresh radio approach, which took the listeners by surprise. Only halfway the adapted song, a voice over elegantly called for action.
Insights, Strategy and the Idea
Our target group were people in traffic jams. The best way to reach them was via radio. And we used this medium in a unique and fresh way…