Brand | ARABIAN AUTOMOBILES COMPANY (AAC) |
Product/Service | NISSAN |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Corporate Purpose & Social Responsibility |
Idea Creation
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
OMD Dubai, UNITED ARAB EMIRATES
|
Production
|
BKP MEDIA GROUP Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the radio or audio execution or campaign.
The spot opens with an ASMR style voice asking for the listeners’ attention. The voice repeats the prompt to listen very carefully.
But suddenly after, it goes silent. The listeners don’t listen to anything for a few seconds. Getting them out of a state of confusion, the narrator’s voice comes back to highlight that if the listener heard any sounds from the vehicle, it indicates that it’s time to get the car checked.
The spot ends with a call to action for the listeners to take their car to the nearest Nissan AAC Service and get it checked free of charge.
Similar audio spots point the listeners at specific sounds coming from their cars, indicating potential malfunctions - like the brake pads sounds, drive belt sounds, wheel bearing sounds or the drive shaft sound.
The spot also highlights how the sound can change based on how the car is driven.
Cultural / Context information for the jury
The UAE has the highest number of cars per capita in the GCC region, with 540 cars present for every 1000 people in the country. The car is no less than a partner for the drivers and their lives, quite literally, depend on their cars, whether it is for daily commute to work or for adventures with friends & family.
Car service is looked at as a ‘necessary evil’, a forced activity that is a speed breaker to the smooth running of their everyday life. However, with many road accidents in the country happening because of mechanical issues, it is important to raise awareness for preventive maintenance.
Nielsen’s UAE Radio Audience Measurement revealed that 93% of the UAE population tuned into radio every week and use of music apps while driving is on the rise. That’s why audio was chosen as the lead medium to drive awareness to the issue.
Script. Provide the full to radio/audio script in English.
RADIO SPOT SCRIPT:
- Listen to this…
- Listen very carefully…
- SFX: no sound, blank (maybe low white noise sound)
- If you heard any odd sounds from your vehicle, it’s probably time you got it checked.
- Bring your Nissan to your closest Arabian Automobiles service center and have it checked by experts, free of charge.
- Call 800NISSAN to book your appointment today.
OTHER SCRIPTS (SPOTIFY / ANGHAMI)
BRAKE PADS:
- Listen to this…
- Listen very carefully…
- If you hear this noise from your car:
- (Wheel screeching/grinding)…
- Then your brake pads are most likely worn out and need changing.
- Your car could be sending you warning sounds you shouldn’t ignore.
- Bring your Nissan to your closest Arabian Automobiles service center and have it checked by experts, free of charge.
- Call 800NISSAN to book your appointment today.
DRIVE BELT:
- Listen to this…
- Listen very carefully…
- If you hear this noise from your car:
- (Clunking sound)…
- Then your drive belt may be loose or worn out.
- Your car could be sending you warning sounds you shouldn’t ignore.
- Bring your Nissan to your closest Arabian Automobiles service center and have it checked by experts, free of charge.
- Call 800NISSAN to book your appointment today.
WHEEL BEARINGS / TIRES:
- Listen to this…
- Listen very carefully…
- If you hear this noise from your car:
- (Groaning/rumbling sound)…
- And it gets louder the faster you drive…
- Your tires or wheel bearings probably need replacing.
- Your car could be sending you warning sounds you shouldn’t ignore.
- Bring your Nissan to your closest Arabian Automobiles service center and have it checked by experts, free of charge.
- Call 800NISSAN to book your appointment today.
Please tell us how the brand purpose inspired the work
Road accidents are the second biggest cause of death in the UAE (Source: Gulf News). Road accidents are a massive concern and many of those are caused by mechanical issues in the car. Arabian Automobiles Company Nissan, with Safety as one of its key corporate pillars, wanted to raise awareness for this issue.
With Silent Radio, we drew the drivers’ attention to their cars in an innovative manner, making them more involved with their cars in the process. The radio & audio spots were not meant for Nissan drivers only and were created in a manner that encouraged all the drivers, irrespective of their brand of car, to listen for sounds that indicate potential issues.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Joe Lahham |
TBWA\RAAD |
Managing Director |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Georges Kyrillos |
TBWA\RAAD |
Creative Director |
Christopher Ghorayeb |
TBWA\RAAD |
Associate Creative Director |
Bhaskar Bateja |
TBWA\RAAD |
Planning Director |
Mira El Fil |
TBWA\RAAD |
Designer |
Nour Christidi |
TBWA\RAAD |
Copywriter |
Pia Haddad |
TBWA\RAAD |
Copywriter |
Ian Carvalho |
TBWA\RAAD |
Brand Leader |
Richard Rao |
TBWA\RAAD |
Senior Account Manager |
Georges Oghgassian |
TBWA\RAAD |
Account Executive |
Marianne Sargi |
TBWA\RAAD |
Head of Production |
Alia Fakha |
TBWA\RAAD |
Producer |
Romy Abdelnour |
TBWA\RAAD |
PR & Communications |
Ezzat Habra |
TBWA\RAAD |
Traffic |
Naveen Madurakariyan |
TBWA\RAAD |
Traffic |
Rim Darazi |
OMD |
Media Planning |
Tatiana Boustani |
OMD |
Media Planning |
Saleh Ghazal |
OMD UAE |
Media Placement |
Paoula Abou Sleimane |
OMD |
Media Placement |
Gabriel Salame |
OMD |
Media Placement |
Mohammad Abdel Razzak |
OMD |
Media Placement |
Gina Maayeh |
OMD |
Media Placement |
Olivia Brent |
- |
Voice Over Talent |
Joe Najm |
- |
Sound Engineer / Sound Designer |
Lilian Rihani |
BKP Group |
Executive Producer |
View Script