Radio 21: Go Mono, 1 [video]

Credits & Description:

Titile: Go Mono
Agency: Mccann Worldgroup Romania
Brand: Radio Xxi
Country: Romania
Advertising Agency: Mccann Worldgroup Romania, Bucharest
Entrant Company: Mccann Worldgroup Romania, Bucharest
Media Agency: Mccann Worldgroup Romania, Bucharest
Pr Agency: Mccann Worldgroup Romania, Bucharest
Production Company: Mccann Worldgroup Romania, Bucharest
Copywriter: Alexandru Vasile (Mccann Bucharest)
Av Manager: Platon Alexandru (Mccann Worldgroup Romania)
Av Manager: Tiberiu Munteanu (Mccann Worldgroup Romania)
Global Executive Creative Director: Adrian Botan (Mccann Worldgroup Romania)
Chief Creative Officer: Adrian Botan
Executive Creative Director: Catalin Dobre (Mccann Worldgroup Romania)
Account Manager: Raluca Fundeanu (Mccann Bucharest)
Pr Manager: Carmen Bistrian (Mccann Worldgroup Romania)
Art Director: Lia Bira (Mccann Bucharest)
Production Manager: Petre Bruma (Mccann Bucharest)
Execution:
Without a law regulating headphone use in Romania, the number of accidents related to listening to music in traffic has tripled in the last six years. Radio 21 wanted to keep its listeners entertained but also to keep them safe. So it decided to become the first radio to GO MONO with a one speaker broadcast of the morning show, prime time for radio.To create this behavior of using just one headphone in traffic, Radio 21 created GO MONO jingles.GO MONO was supported by top Romanian and international artists that dared fans to listen to their songs in just one headphone. Romanian Police endorsed our campaign.GO MONO safety messages went viral on social media. We went MONO in print and outdoor.
Strategy:
The facts: Without a law regulating headphone use in Romania, the number of accidents related to listening to music in traffic has tripled in the last six years. The insight: When it comes to listening to music in traffic, people will take their changes. So we had to find an alternative solution that they will keep them safe and keep them entertained.The idea: Radio 21 wanted to keep its listeners entertained but also to keep them safe. So it decided to become the first radio to GO MONO with a one speaker broadcast of the morning show, prime time for radio. GO MONO jingles reminded people to use just one headphone. Top Romanian and International artists endorsed the campaign.
Synopsis:
People die every day in traffic accidents caused by listening to music in both headphones. According to a study from Maryland University Massachusetts, the number has tripled in the last six years.Without a law regulating headphone use in Romania, Radio 21 wanted to change behavior and teach people to listen to music in just one headphone to hear the trafficWhen it comes to listening to music in traffic, people will take their changes. So we had to find an alternative solution that they will keep them safe and keep them entertained.
Campaign Description:
Radio 21, one of the biggest radio stations in Romania, was the first radio to GO MONO with a one speaker broadcast in prime time: the morning show. For 4 hours we kept our listeners safe.We used the radio medium to create the habit of using one headphone: we created GO MONO jingles broadcasted in one speaker.Top artists went MONO and asked fans to listen to their music in one headphone when they are on the street. X-factor winner created the first song that can only be listened to in one headphone: that is reggae in the left headphone and electro in the right headphone.GO MONO messages wen viral in social media. We went MONO in print and in outdoor.
Outcome:
31 artists went mono. Romanian police reacted and joined the campaign. The campaign reached 3.5 million people and radio 21 audience went up.