CLIO 5 - RADIO SPOTS THAT BRAKE

Short List
TitleCLIO 5 - RADIO SPOTS THAT BRAKE
BrandRENAULT
Category B01. Use of Radio & Audio as a Medium
Product/ServiceAUTOMOBILE
Entrant 4129GREY Istanbul, TURKEY
Idea Creation 4129GREY Istanbul, TURKEY
Media Placement WAVEMAKER İstanbul, TURKEY
Credits
Name Company Position
Alemşah Öztürk 4129Grey CEO & CCO
Ahmet Terzioğlu 4129Grey Creative Director
Kayhan Dural 4129Grey CDO
Emrah Yıldırım 4129Grey Creative Team
Oğuzcan Arslan 4129Grey Creative Team
Bilal Öztaş 4129Grey Creative Team
Zeynep Özdoğan 4129Grey Strategist
Hande Çetin 4129Grey Brand Director
Yunus Taşköprü 4129Grey Account Supervisor
Selin Şahin Wavemaker Turkey General Director
Sibel Ülkü Wavemaker Turkey General Director
Özlem Karşıyakalılar Wavemaker Turkey Group Director
Aliye Çakıllı Wavemaker Turkey Managing Director
Ali Ersoy Wavemaker Turkey Managing Director
Selçuk Usluer Wavemaker Turkey Media Manager
Berkay Kaya Wavemaker Turkey Media Manager
Tilbe Katipoğlu Wavemaker Turkey Media Manager
Murat Yürekli Wavemaker Turkey Media Manager
Cansın Erdinç Wavemaker Turkey Media Manager

View Script

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

Radio is very popular medium among drivers. For this reason, it was the best medium to explain how the new Clio's Active Emergency Brake Assist System works. With the help of its sensors and cameras, Clio 5 detects potential collisions while traveling forward and brakes automatically thanks to the Active Emergency Brake Assist System. We decided to turn it into an auditory experience with our radio spots. Our radio spots were recorded in 3 parts. The first part, the part that detects the next brand's ad. At the second part, the next brand's radio spot starts. And, the third part includes the pack-shot of our Clio 5 ad. Our radio spots were on the air by detecting the yoghurt, buttermilk and bank ads. In this way, we explained the detection and warning features of the Active Emergency Brake Assist System in a unique way.

Translation. Provide a full English translation of any audio.

CLIO 5 / Active Emergency Brake Assist System Radio Ad 1 V.O.: One of the unique features of the Clio 5 is: Active Emergency Brake Assist System. It detects the vehicle in front with the help of motion sensors and camera. Meanwhile, the warning sound in the car gradually increases. V.O: Just like this ad detects the ad in the front. A Yoghurt Ad! The voice over says “Yoghurt Ad!”, and stops as a car brakes suddenly. Following, the next ad continues. Our ad starts again after the advertisement of the other brand. V.O.: With its Active Emergency Brake Assist System, Clio 5 is Unique. ---- CLIO 5 / Active Emergency Brake Assist System Radio Ad 2 V.O.: One of the unique features of the Clio 5 is: Active Emergency Brake Assist System. It detects the vehicle in front with the help of motion sensors and camera. Meanwhile, the warning sound in the car gradually increases. V.O: Just like this ad detects the ad in the front. A Buttermilk Ad! The voice over says “Buttermilk Ad!”, and stops as a car brakes suddenly. Following, the next ad continues. Our ad starts again after the advertisement of the other brand. V.O.: With its Active Emergency Brake Assist System, Clio 5 is Unique. ---- CLIO 5 / Active Emergency Brake Assist System Radio Ad 3 V.O.: One of the unique features of the Clio 5 is: Active Emergency Brake Assist System. It detects the vehicle in front with the help of motion sensors and camera. Meanwhile, the warning sound in the car gradually increases. V.O: Just like this ad detects the ad in the front. A Bank Ad! The voice over says “Bank Ad!”, and stops as a car brakes suddenly. Following, the next ad continues. Our ad starts again after the advertisement of the other brand. V.O.: With its Active Emergency Brake Assist System, Clio 5 is Unique.

Cultural / Context information for the jury

Radio is very popular medium among drivers. The safest medium of receiving news and entertainment is to listen to the radio. There are dozens of radio programs only popular among drivers in Turkey. That's why we wanted to explain the safest feature of our car in the safest medium. It was the best medium to explain how the new Clio's Active Emergency Brake Assist System works

Please outline the innovative elements of the work

Our radio spots explained the function of our brake system by hacking other radio spot ads. We turned other brands' advertisements into a tool to tell about our own feature. Thus, our product feature has turned into a form that can be easily understood by the masses and differentiated from our competitors in the ad clutter.