The Radio Network Case study BOMB IRAN by Whybin\TBWA Auckland

BOMB IRAN

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Media Case study
Market New Zealand
Agency Whybin\TBWA Auckland
Director Craig Jackson
Executive Creative Director Andy Blood
Creative Director Craig Farndale, Connan James
Producer Cam Spath, Marg Slater
Digital Creative Director Ross Howard
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: RADIO NETWORK
Product/Service: HAURAKI AMPED
Agency: TEQUILA\AUCKLAND
Date of First Appearance: Dec 29 2010
Entry URL: http://www.somesites.co.nz/hauraki/
Executive Creative Director: Andy Blood (TBWA/Tequila)
Creative Director: Connan James (TBWA/Tequila)
Creative Director: Craig Farndale (TBWA/Tequila)
Account Head: Sarah Osbourne (TBWA/Tequila)
Production: Mark Paisey (TBWA/Tequila)
Group Account Director: Shereen O'Donnell (TBWA/Tequila)
Account Director: Teresa Wong (TBWA/Tequila)
Producer: Marg Slater (TBWA/Tequila)
Digital Creative Director: Ross Howard (TBWA/Tequila)
Director: Craig Jackson (Play Studio)
Producer: Cam Spath (Play Studio)
Sound Engineer: Clive Broughton (Digipost)
Media placement: Digital-Viral - www.youtube.com - 29th December 2010
Media placement: Billboards - Auckland/Wellington/Christchurch - 3.1.2011
Media placement: Press Print - Nz Herald - 1.1.2011
Media placement: TVC - Juice Tv - 20.3.11

Describe the campaign/entry
'Radio Hauraki', The world’s original off-shore pirate rock radio station, had grown old. It had lost its revolutionary edge. And it’s spirit. Worse still, it had become boring.
Re-capture the revolutionary spirit of NZ’s original pirate rock radio station. 'Disrupt the airwaves.'

Describe how the campaign/entry was launched across each channel in the order of implementation
We released "found footage" of a covert US Psy Ops expedition conducted in Iran. In 2005, the President of Iran banned western rock music, so we made it look like US Forces had dropped in amps, guitars etc to the Iranian underground. There was no clue as to where the "found footage" came from. We created an online identity called Vidileaks and shared the film. Soon it was on the radar of 30 000+ people around the world.
We extended the reach of our campaign with a Trojan Horse web banner that advertised military spec night vision cameras. Once clicked on, it went through to our footage.
We then released a 30s viral clip that revealed it was Radio Hauraki who had masterminded the plot.
We hit mainstream media by hijacking Juice TV, where we replaced Juice’s middle-of-the-road playlist with Radio Hauraki’s revamped rock playlist.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign reflected a modern day parallel of the original Radio Hauraki story born in 1966, to illegally broadcast Rock music across the airwaves to a rock loving audience which unbelievably, the NZ government of the day had declared illegal.
We knew we’d succeeded when our Psy Ops clip appeared on The Onion, and Comedy Central websites, as well as on the Facebook page of Radio Hauraki’s biggest competitor "The Rock".
The viral and campaign spread even further than we thought possible on the back of the greatest regime change in decades with Algeria, Egypt, Bahrain, Yemen and Libya shaken up. Given the revolutions, regime change and state collapse, our "covert Psy Ops" viral was not only timely; it was incredibly believable.