2019 Winners & Shortlists

ROAD RAGE RADIO

BrandCHEVROLET
Product/ServiceCHEVROLET
EntrantCOMMONWEALTH//McCANN Dubai, UNITED ARAB EMIRATES
CategoryCars & Automotive Products & Services
Idea Creation COMMONWEALTH//McCANN Dubai, UNITED ARAB EMIRATES
Media Placement CARAT Dubai, UNITED ARAB EMIRATES
Production COMMONWEALTH//McCANN Dubai, UNITED ARAB EMIRATES
Additional Company CHEVROLET Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the radio advert.

This isn’t a traditional Radio spot, but a sponsorship takeover, where Chevy dictated radio stations’ playlists to calm drivers on the road in Ramadan. To make this possible, we created software that could analyze peak traffic hours and dynamically adapt playlists with partner stations on the fly. Our software categorized the traffic density every hour and assigned one of four road rage rankings (from green to red). This is how we were able to know when our anti-road rage playlists were most needed. We also analyzed and categorized the songs on each radio station’s daily playlist according to tempo. The worst traffic would be linked the most soothing tracks on each playlist. If troublesome traffic was identified, our sponsorship would be triggered at the start of each hour with a short message would be played on each station introducing our radio hour and triggering our playlists.

Cultural/Context information for the jury.

Road traffic accidents, injuries and fatalities peak in the holy month of Ramadan, when day-long fasts and late nights result in hungry, sleepy and grumpy commuters.*

Provide the full radio advert script in English.

N/A – No traditional script was developed for this campaign. We didn’t convince people to adapt their driving behavior through a message, but by shaping the music they listened to at peak traffic hours, as we learnt that higher tempo music can lead to increased likelihood of accidents on the road.**

Credits

Name Company Role
Andrej Arsenijevic Commonwealth McCann//Dubai Executive Creative Director
Mihailo Rsumovic Commonwealth McCann//Duai Creative Technologist
Andrew Siebert Commonwealth McCann//Dubai Associate Creative Director
Ian Halley Commonwealth McCann//Dubai Managing Director
Farah Abi Saab Commonwealth McCann//Dubai Regional Account Manager
Angelina Hedra Weber Shandwick Associate Director
Mahmoud Chaar Carat MENA Media Manager
Alex Jena Carat Media Group Account Director
Matt Canzano Commonwealth McCann//Detroit Deputy, Global CCO’s
Greg Braun Commonwealth McCann//Detroit Deputy, Global CCO’s
Ash Farr Commonwealth McCann//Detroit EVP/Global Head of Strategy
Tamer Elsawy Commonwealth McCann//Dubai Associate Creative Director
Abdul Kader Asfari Commonwealth McCann//Dunai Arabic Copywriter

View Script
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