The Radio Network Promo BOMB IRAN by Whybin\TBWA Auckland

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
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 December 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Product/Service: RADIO NETWORK
Date of First Appearance: Dec 29 2010
Entrant Company: TBWA\TEQUILA, Auckland, NEW ZEALAND
Entry URL:
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 - Vidileaks- - 29th December 2010
Media placement: Billboards - Billboards In Auckland/wellington And Christchurch - 3.1.2011
Media placement: Press Print - New Zealand Herald - 1.1.2011
Media placement: TVC-1 Spot - Juice TV - 20.3.11

Describe the objective of the promotion.
‘Radio Hauraki’ - the world’s original off-shore pirate rock radio station, had grown old. It had lost its revolutionary edge, and its spirit. Worse still, it had become dull and boring.
Re-capture the revolutionary spirit of NZ’s original pirate rock radio station. ‘Disrupt the airwaves.’

Describe how the promotion developed from concept to implementation.
Just after Xmas 2010 we released a film 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 film 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 then released a 30s viral clip that showed it was Radio Hauraki who masterminded the plot.

Explain why the method of promotion was most relevant to the product or service.
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.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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 ad 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.