93,6 FM Print 93,6 FM: Robot by Instinct Moscow

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93,6 FM: Robot

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Industry TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market Russia
Agency Instinct Moscow
Released September 2008


MIAF Awards 2009
Print and The outdoor Advertising of mass media 3rd place

Credits & Description

NewTone FM is actual, up-to-youth music radio station. It’s not just a radio station, it’s youth community. If you are a part of this community, you know what is actual for young people today. Don’t brainwash young people. They will get the trick immediately and won’t listen to you for sure. You have to entertain youth. You have to know what do they feel and to speak the same language with them. We play with form of the message which will fit actual and young new radio station NewTone FM, instead of using pseudo youth advertising. Advertising layouts were placed on the Moscow underground trains' doors. The layout consists of two parts – one for the right door, another for the left one, so it seems that the layout was parted by the doors. We made a play with this effect in the text and delivered the main message of the advertising campaign in a funny way. Translation: "I’m the white rare snake from music radio station NewTone FM advertisement. Yesterday evil doors parted me and my body was stolen by underground flies. So, my mission is under the threat now. Everything depends on you. Either you will believe me and tune in 93,6 FM, or won’t." Slogan: "Straight to the head"