Brand | CHEVROLET |
Product/Service | CHEVROLET |
Entrant | COMMONWEALTH//McCANN Dubai, UNITED ARAB EMIRATES |
Category | Use of Radio / Audio as a Medium |
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
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
Links
Supporting Webpage