Lux Promo, Case study RADIO PRANK by Mirum Singapore

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RADIO PRANK

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Industry Hygiene & Personal Care Products, Soaps
Media Promo & PR, Case study
Market Singapore
Agency Mirum Singapore
Regional Executive Creative Director Tay Guan Hin
Executive Creative Director Juhi Kalia
Creative Director Paul Sidharta
Editor Luis Calvo
Released March 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2013
PROMO LOTUS Promotional Campaign: Best Use of TV or Radio SILVER
DIRECT LOTUS Radio SILVER

Credits & Description

Category: Best use of Broadcast
Advertiser: UNILEVER ASIA
Product/Service: BEAUTY SOAP
Agency: JWT/XM SINGAPORE
Regional Executive Creative Director: Tay Guan Hin (JWT Singapore)
Executive Creative Director: Juhi Kalia (JWT Singapore)
Creative Director: Paul Sidharta (JWT Singapore)
Global Business Director: Sue Mulhall (JWT Singapore)
Global Account Director: Hinoti Joshi (JWT Singapore)
Head Of Production: Gerri Hamil (JWT Singapore)
Editor: Luis Calvo (Freelance)
Media placement: Radio - Radio Prambors 102.2 FM, Indonesia. - 25 March 2012
Summary of the Campaign
Lux is one of the biggest brands of beauty soaps in Indonesia. The allure, fragrance and irresistibility of a Lux woman is something we have dramatized many times through traditional radio and TV spots.
But how could we catch people when they least expected to hear from our brand and how could we dramatise the potent effect of ‘just a little Lux‘ (the tagline of the brand) in a fresh, entertaining way?
All women love being loved. We took this simple insight and had fun with it on live radio.
We pranked a radio jockey and a live primetime request show on Indonesia’s most popular frequency was hijacked by callers, each one dedicating odes and making over the top declarations of love to the same woman.
The Situation
Indonesia is a country with surprisingly huge ad spends. As a result there exists a certain cynism or disbelief towards traditional advertising and overclaims. If we wanted to challenge that, we had to make sure we didn’t do yet another ad, plus we needed to have a sense of humour and keep it real.
The Goal
Our goal was to use the extensive reach of radio in Indonesia but in a way it had never been used before: To break the restrictive mould of a radio spot and see if we could hijack and create our own organic content which would engage and communicate the brand message powerfully.
The Strategy
No planned script can ever trump the surprise and humour of a live and organic conversation. So we decided to mess with the medium. We approached the station head of one of Indonesia’s most iconic, popular radio stations, Prambors 102.2FM. The producer became our accomplice and we orchestrated the entire operation with actors. We cast different voices and characters as the callers and planted hidden cameras in the broadcast booth a day in advance.
Execution
On Indonesia's most popular radio song request show, we pranked a famous, cocky jockey on live radio with callers from across the country, all declaring their undying love and strangely sending song requests for just one woman.
Every call was for 'Kareena'. This left the radio Jockey perplexed and we captured his mounting confusion on hidden cameras as he struggled to keep his composure and carry on with the show. Till the last caller left the usually chatty jockey speechless. It was Kareena, thanking all her admirers and crediting it all to the effect of Lux.
She even snuck in the tagline of the brand into her conversation and only then did the jockey realise he'd been pranked.
Documented Results
No one had used a popular and familiar radio show in such an unexpected way before. We caught around 2.5m listeners by surprise. Tweets started pouring in even during the show, all sharing the confusion of the radio jockey. When we revealed the Lux connection and the last caller turned out to be the Lux woman, we got tweets LOL-ing away. The entire nation was entertained, amused, engaged. No radio ad had ever had this effect. The exaggerated army of hopeless admirers, the vexation of the jockey, songs such as ‘Can’t Take My Eyes Off You’, and ‘Pretty Woman’, all dramatised and reinforced our idea: the potent effect of just a little Lux.