2015 Winners & Shortlists

Results and Effectiveness

Within weeks, viewership of the youtube ad skyrocketed, and Muse Models business inquiries increased by over 300%.

Creative Execution

Audio and Visual were treated as two separate elements, and audiences were invited to complete the picture. The radio ad featured unusual sounding voices, reading a curious script that invited audiences to view the faces of the voices. On youtube, audiences were able to see the talents as they recorded the radio ad – and it was clear that these talents were simply not born for radio. Importantly, Muse is based in Dubai, UAE, where censorship heavily scrutinizes use of sex appeal in mainstream media. Creatively, we needed to strike the right balance of sexiness and wholesomeness, and the use of radio for mainstream serves as a smart invitation to a more daring video available only on youtube.

Insights, Strategy and the Idea

Muse Models is a young, newcomer in a town already full of modeling agencies. It’s hard for them to penetrate production houses and media agencies who prefer to use the more established talent providers. They need to do something big to be noticed… but they don’t have a big budget. How do you break through? By using the least expected medium. Muse Models created a radio ad, using their own models as voice over talents. Of course they didn’t sound like they should be doing radio. But to make up for the lack of performance, audiences were told within the ad that they can WATCH the entire recording on youtube. Within weeks, viewership of the ad soared, creating what would soon become “The Most Watched Radio Ad in the World”.