Asian Pacific Group makes people turn their radios up in new campaign via Naked, Melbourne
The latest work for Naked Communications Melbourne for Asian Pacific Group goes live next week. Asian Pacific Group is a property developer that owns and manages properties in Melbourne.
The latest campaign’s objective is to generate leads for commercial real estate being sold around the CBD. The campaign takes an extremely novel approach and uses radio as an interactive medium in a manner never done before.
Says Simon Veksner, head of ideas at Naked Communications, Melbourne: “The idea ‘It’s a Secret’, has behaviour change principles at its heart. We are inviting people to hear about the incredible commercial offers mentioned in the radio ads However, the only way people will be able to hear the offers is if they actually make the effort to turn their radio up. We believe that getting people physically involved in the communication is a great way to ensure they pay attention to the message. Radio can be a cluttered medium – we are sure this will get people’s attention.”
The radio buy is across MMM and SEN and is only being bought during breakfast and drive times to ensure people listening to the radio can turn the volume (up and down) easily.
Client: Sheena Kelly, Asian Pacific Group
Creative Agency: Naked Communications:
Adam Ferrier, Insight and Planning
Simon Veksner, Head of Ideas
Nick Marzano, Copywriter
Tristan Graham, Copywriter
Ashley Smith, Expressions Manager
Renata Gordon, Expressions Manager
11 Comments
I like it
What the hell is an expressions manager?
Top drawer (he whispered)
Love it! Property development groups have never stood out like this before. A well expressed idea.
Nope, nobody is going to bother turning up the radio while they’ve got both hands on the steering wheel and they’re doing 80. Not in real life. Nor am I going to ever bother doing it twice (assuming the 1st attempt doesn’t end with a damaged car.) So much for media effectiveness…
Who does 80 on the way to work? Don’t over think it. Great idea. They’ll turn it up once at least – then job done.
yet another naked campaign that requires more effort from the intended audience than it quite possibly did from the agency.
it’s a niche, I guess.
“The campaign takes an extremely novel approach and uses radio as an interactive medium in a manner never done before.”
Errrr…
http://www.spikes.asia/winners/2012/radio/script.cfm?entryid=2966
Though as it was (a) done in Asia and is (b) more than 6 months old, it doesn’t count.
@seamus you’ve linked to the spikes website. Can u be more specific?
Very nice Tristan. Sounds like sirens to me.
Ermm, not sure what you mean about more specific – it’s all explained in the script itself?
i.e.
“The new LG washing machine now comes with inverter direct drive technology that operates with less vibration, making it the most noiseless washing machine ever. To demonstrate this we made a radio spot that is set lower in volume than the other spots.
This will compel people to listen to increase their radio volume in order to listen to it clearly.”