2015 Winners & Shortlists

RADIO SPA

Bronze

Case Film

Presentation Board

BrandCHANNEL 4 GROUP NETWORK
Product/ServiceRADIO STATION NETWORK
EntrantSTARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
CategoryUse of Screens & Audio in a Media Campaign
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Entrant Company STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Media Agency 2 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). Moreover, it generated $250K worth of earned media (Source : 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

Name Company Role
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