| Cannes Lions 2013 | ||
|---|---|---|
| Design Lions | Promotional Item Design | Bronze |
Type of entry: Graphic Design & Design Crafts
Category: Promotional Item Design
Advertiser: OFM
Product/Service: REGIONAL RADIO STATION
Agency: JOE PUBLIC SHIFT Johannesburg , SOUTH AFRICA
Executive Creative Director: Maciek Michalski (Joe Public Shift)
Copywriter: Charlotte Marriner (Joe Public)
Designer: Christo Kruger (Joe Public Shift)
Designer: Sophia Strydom (Joe Public Shift)
Brief Explanation
To support an impactful visually arresting and informative strategy, we created fifty modern music boxes, using algorithms and light sensors, and sent to the top local media and advertising agencies
Each music box included music sheets that would play a song when fed into the box and wound up.
Each week's theme was addressed via a popular song, using the titles as indication of theme and relevance. The message communicated through informative copy and design, addresses misconceptions by giving the media planner information needed to change their minds, and tunes, about OFM - a vibrant, diverse and interactive radio station.
Describe the brief from the client
OFM is a regional radio station in the Free State - the heart of central South Africa.
But, media buyers and agencies in South Africa think that OFM is a radio station for traditional white Afrikaans farmers - a "niche" market, that plays mostly local folk music. No wonder OFM is not top of mind when buying media space.
The challenge was to encourage them to 'Change Their Tune' by changing the old, stale perceptions media people have towards OFM and to subsequently increase advertising revenue.
Design Process
Because media planners work with black and white statistics everyday, we thought we'd give them something to enjoy - we put the facts to music.
We chose 6 songs - each song amplifying the set of facts communicated, in order to change their misconceptions, and thereby changing their tune about OFM.
The copy on the sheet gives the media planner all the facts needed to change their minds. Detailed diagrams accompanied the text so that the information was delivered in an engaging, interactive way.
Why is it appropriate to OFM? Radio is a music box, after all.
Results
50 Music boxes were sent to top media and advertising agencies.
OFM positioned itself as a true pioneer in radio innovations, ad reach and consumer content.
Radio media sales improved by 18% as a direct result of the Communication.
And also provided hours of office entertainment.