THE CAMPAIGN
We wanted to prove the safety technology of the Equinox by creating a unique product demo specifically for radio. We focused on being able to use your phone hands-free while driving, thanks to Siri integration. In each of the 13 ads we made, a driver will either or ask or command something from Siri. Whatever is requested is then auto-completed by the radio station, be it weather or a song.
CREATIVE EXECUTION
We made 13 radio ads, each 15 seconds long. Partnering with local radio stations, we working closely with them to plan specific media buys immediately before the weather break or before specific song would play. This allowed our radio ad to transition seamlessly into the radio station's regular programming, giving the effect that our 15-second ad was actually much longer.
We saw a significant spike in website visits to the Equinox model page during the 4-week campaign, with a 75% increase in daily traffic within the first 48hrs of the ads going live. And by using clever placement of the ads directly before the songs or weather reports, we turned a 15 second ad into a 3 minute 15 second ad every time it ran. Based on the total impressions over the 4-weeks, we gained an extra 330% additional media value for free worth just over 900,000 Dirhams ($245,000).
This is a media-driven ad in the strongest sense. Our idea could only have been possible with the direct partnership between our agency and the radio stations we partnered with. We needed to work closely with the stations to explain / sell-in the concept, and then precisely program the media buy to run immediately before the weather forecast or a specific song.
Music
Weather
INSIGHTS, STRATEGY AND THE IDEA
Our target audience is 25-35-year old, young expat Arab families. They're moving away from their sedans to larger and safer vehicles like SUVs and Crossovers as their family grows. Segmentation studies and Nielsen data showed that safety would be a key priority for them when choosing their next car, however so would be the latest technology. Combining the two together allowed us to demonstrate Chevrolet's Apple Car Play Integration to deliver a safer way to use their phone's essential features.
Selecting the radio stations was a matter of cross-referencing the target with relevant broadcasters:
Channel 4 – 2nd highest reach English station, but top ranked in consistency for share of audience.
Al Rabia – Top ranked Arabic radio station for Arab Expats & top share of audience.
Dance FM – Relatively new broadcaster, with youthful listenership. Used as a frequency builder.
Al Rabia – Top ranked Arabic radio station for Arab Expats & top share of audience.
Dance FM – Relatively new broadcaster, with youthful listenership. Used as a frequency builder.
