Brand | CHANNEL 4 GROUP NETWORK |
Product/Service | RADIO STATION NETWORK |
Entrant | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Category | Consumer Services |
Media Agency 2
|
STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
Entrant Company
|
STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
|
Results and Effectiveness
Radio spa relaxed drivers and made Dubai roads safer. Activated on 4 stations, Radio spa calmed 5 million drivers in 2 weeks. (Source : IPSOS Data)
Moreover, it generated $250K worth of earned media. (Agency Estimates)
Creative Execution
We created Radio Spa – World’s first spa you can listen to
We identified music containing Alpha waves and that became our radio spa.
Radio spa was placed as 30 second capsules on the Channel 4 group stations and played during the evening rush hour when motorists needed it the most
Insights, Strategy and the Idea
Traffic jams are every UAE resident’s worst nightmare. Studies have repeatedly shown that traffic jams are the biggest cause of stress amongst residents here.
As a leading group of radio stations, Channel 4 wanted to tackle this problem via their radio stations. Radio felt perfect as when it can be the driver’s best friend amongst the chaos of traffic. However, the truth is that radio content today has become more noise than relief. We needed to change that.
With the help of German Neuroscience Centre, we discovered Alpha waves – sounds that are scientifically proven to calm our nerves in times of stress. Having a range between 7 to 12 Hz, these Alpha waves can literally slow the brainwaves to induce relaxation.
Credits
Mohit S Balani |
Channel 4 Group Network |
Creative Head |
Llewellyn Fynn |
Channel 4 |
Advertising Sales Manager |
Sanjay Acharya |
Radio 4 |
Account Manager |
Mohammad Akkawi |
Al Rabia |
Senior Sales Manager |
Mohit Lodha |
Starcom Mediavest Group |
Human Experience Director |
Tauseef Anwar |
Starcom Mediavest Group |
Associate Media Director |
Nikita Masillamani |
Starcom Mediavest Group |
Senior Media Planner |