FedEx Radio THE FASTEST SPOT / DHL by White Rabbit

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Industry Postal, Courier, Shipping & Freight services
Media Radio
Market Hungary, Latin America
Agency White Rabbit
Creative István Bracsok, Levente Kovács
Production Sonido Antro
Released December 2017


Lions Communication 2018
Radio & Audio Lions Sectors > Consumer Services Silver Lion Campaign

Credits & Description

Agency White Rabbit Budapest
Client FedEx Express / Latin America & Caribbean Division
Production Company: Sonido Antro
WHITE RABBIT Budapest, Hungary Entrant Company
WHITE RABBIT Budapest, Hungary Idea Creation
SONIDO ANTRO Miami, USA Production
BPN Budapest, Hungary Media Placement
Istvan Bracsok White Rabbit Budapest Creative
Levente Kovacs White Rabbit Budapest Creative
Andre Felix Freelancer Creative Director / Copywriter
Luis Renato Freelancer Art Director
Fernando Loverri Freelancer Copywriter
Vinny DeAraujo Freelancer Copywriter
Lucas Duque Sonido Antro Music Creative Director
Diego Grimblat Sonido Antro Music Creative Director
Geraldo Cortes Sonido Antro Producer
Saulo Von Seehausen Sonido Antro Producer
Levente Balint White Rabbit Budapest Client Service Director
Beata Stumpf White Rabbit Budapest Account Director
Borbala Tumo White Rabbit Budapest Digital Account Executive
Peter Hajdu IPG Mediabrands Communications Designer
Orsolya Papp IPG Mediabrands Media Buyer
Claudia Rostagno FedEx Managing Director Marketing and Communications
Alberto Fonte FedEx Operation Supervisor

Entry Summary
It's no secret: the attention span of Millennials has been shrinking over the years, along with their patience. They've become almost immune to invasive, out-of-context advertising. So it’s really hard to target them in their fast-paced world, catching their attention.
But Fedex wanted to address this younger generation by giving them an experience that make them realize the speed and effectiveness of their service compared to the competitors.
Brief Explanation
We created bite-sized spots specifically developed for digital radio, the fastest spot in the history of the company. Considering 93% of Millennials listen to music with headphones (Source: comScore), we utilized binaural recording, a method of recording sound that uses 2 microphones to send different sounds to the left and right channels.
This allowed us to create a unique experience that efficiently communicated to our audience that FedEx is always faster.
Our work is an auditive experience; it can only be enjoyed and understood by wearing earphones/headphones. Since it deploys the power of binaural recording, both channels can be heard simultaneously.
That’s the only was our idea shows itself to the maximum effect.
In practice it means, that while the left ear hears the word: FEDEX, the left ear hears the name of a competitor – AT THE SAME TIME!

Script (English)
You see? FedEx is always faster.