WORLD'S SMARTEST RADIO SPOT

TitleWORLD'S SMARTEST RADIO SPOT
BrandMERCEDES-BENZ TURKEY
Product/ServiceSMART
Category B01. Use of Radio & Audio as a Medium
Entrant PUBLICIS EMIL TURKEY Istanbul, TURKEY
Idea Creation PUBLICIS EMIL TURKEY Istanbul, TURKEY
Production PUBLICIS EMIL TURKEY Istanbul, TURKEY
Credits
Name Company Position
Bircim Oztaskin Publicis Emil Turkey General Menager
Ercan Akkaya Publicis Emil Turkey Creative Group Head
Emre Gulver Publicis Emil Turkey Sr. Copywriter
Mustafa Geyik Publicis Emil Turkey Jr. Art Director
Emre Insar Publicis Emil Turkey Jr. Copywriter
Duygu Sener Publicis Emil Turkey Account Director
Muge Yildirim Publisi Emil Turkey Account Manager
Berna Tasci Publicis Emil Turkey Project Manager

View Script

Write a short summary of what happens in the radio or audio work.

When it comes to radio ads, automobile sales campaigns dominate the broadcasting hours most of the time. Therefore, it’s not easy to get attention from the mass audience. So we decided to use the radio set in a smart way by making a tiny radio ad that fits everywhere. Just like smart… And we parked this 0.84-second long ad between other car ads.

Translation. Provide a full English translation of any audio.

smart fits everywhere!

Please outline the innovative elements of the work

We parked our radio spot that says "smart fits everywhere!" between other car ads during rush hours. And the good thing is they didn't even know about it. In this way, we used the entire radio cluster for our communication with a very low media budget thanks to our 0.84-second long radio spot. With The World’s Smartest Radio Spot, we brought a new approach to radio advertising and uniquely visualized our product promising tininess.