2022 Winners & Shortlists

Why is this work relevant for Media?

We disrupted the radio space by hijacking the playlist with a series of spots that were disguised as classical music tracks. Listeners were surprised when beautiful tracks abruptly turned into friendly reminders about parking safety.

Background

BACKGROUND For added safety and convenience, Honda introduced active Reverse Parking Sensors - Once fitted, the parking sensors alert the driver of obstacles through acoustic beeps while parking. OBJECTIVE To communicate the availability of the new Reverse Parking Sensors by Honda that helps park with ease and confidence. IDEA We hijacked classical music on radio and surprised the listeners. They hear beautiful music at first and then the notes turn into parking sounds, emphasising an effortless parking experience.

Describe the creative idea / insights (30% of vote)

The radio listeners who are tuned into the station tend to be more attentive when there is a song playing as compared to when radio ads play. We wanted to take advantage of this behaviour. We disguised our radio spots into the most familiar and popular classical music tracks so we can get the full attention of listeners to convey our message - get reverse parking sensors for added safety. The parking sensor sounds were perfectly blended into the audio notes of the tracks to make sure the radio ad does not seem like a radio ad, right to the end.

Describe the strategy (20% of vote)

We wanted to target all Honda car owners without reverse parking sensors. The radio was an obvious choice of media because parking sensors are extremely important when driving/ parking with distractions - such as music. We selected three familiar and popular classical tracks and created a beautiful instrumental version of those to make them sound authentic, like the original pieces. These beautiful tracks that turn into reverse parking safety radio ads were played during specific shows/ times on the radio, emphasising an effortless parking experience.

Describe the execution (20% of vote)

We wanted to get undivided attention from the radio listeners, so we selected the radio channels that have dedicated shows/ hours for classical music. We then strategically placed our spots in between music and towards the end of other radio ads. So, every time our spot played, the listeners would assume that they are listening to a new song from the playlist. SCRIPT The spot opens with a familiar classic piece. At first, it seems like a beautiful track from the radio station’s playlist. A few seconds later, the musical note seamlessly turns into acoustic beeps of a reverse parking sensor. The beeps get faster and shorter before the voiceover breaks in to reveal that Honda is offering parking sensors from AED 699.

List the results (30% of vote)

The spots were very well received by the listeners, resulting in large inquiries and conversions. The first stock of reverse parking sensors by Honda was sold out in no time, making the campaign a huge success.