Channel 4 Digital RADIO SPA Starcom Dubai

RADIO SPA

Añadir a la colección
Añadir una nota
Sector TV/Radio Programas
Media Digital
Mercado Emiratos Árabes Unidos
Agencia Starcom Dubai
Publicado octubre 2014

Premios

Dubai Lynx, 2015
Media MEDIA: USE OF MEDIA: USE OF SCREENS & AUDIO IN A MEDIA CAMPAIGN Bronze

Creditos y descripciones

CLIENT CHANNEL 4 GROUP NETWORK
PRODUCT RADIO STATION NETWORK
ENTRANT STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
TYPE OF ENTRY MEDIA: USE OF MEDIA
CATEGORY USE OF SCREENS & AUDIO IN A MEDIA CAMPAIGN
TITLE RADIO SPA
PRODUCT/SERVICE RADIO STATION NETWORK
MEDIA AGENCY : STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
ENTRANT COMPANY : STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
MEDIA AGENCY 2 : STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
MOHIT S BALANI CHANNEL 4 GROUP NETWORK CREATIVE HEAD
LLEWELLYN FYNN CHANNEL 4 ADVERTISING SALES MANAGER
SANJAY ACHARYA RADIO 4 ACCOUNT MANAGER
MOHAMMAD AKKAWI AL RABIA SENIOR SALES MANAGER
MOHIT LODHA STARCOM MEDIAVEST GROUP HUMAN EXPERIENCE DIRECTOR
TAUSEEF ANWAR STARCOM MEDIAVEST GROUP ASSOCIATE MEDIA DIRECTOR
NIKITA MASILLAMANI STARCOM MEDIAVEST GROUP SENIOR MEDIA PLANNER
Results and Effectiveness:
Radio spa relaxed drivers and made Dubai roads safer. Activated on 4 stations, Radio spa calmed 5 million drivers in 2 weeks(Source : IPSOS). Moreover, it generated $250K worth of earned media (Source : Agency Estimates)
Creative Execution:
We created Radio Spa – World’s first spa you can listen to We identified music containing Alpha waves and that became our radio spa. Radio spa was placed as 30 second capsules on the Channel 4 group stations and played during the evening rush hour when motorists needed it the most
Insights, Strategy and the Idea:
Traffic jams are every UAE resident’s worst nightmare. Studies have repeatedly shown that traffic jams are the biggest cause of stress amongst residents here. As a leading group of radio stations, Channel 4 wanted to tackle this problem via their radio stations. Radio felt perfect as when it can be the driver’s best friend amongst the chaos of traffic. However, the truth is that radio content today has become more noise than relief. We needed to change that. With the help of German Neuroscience Centre, we discovered Alpha waves – sounds that are scientifically proven to calm our nerves in times of stress. Having a range between 7 to 12 Hz, these Alpha waves can literally slow the brainwaves to induce relaxation.