2019 Winners & Shortlists

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.**