| Dubai Lynx, 2015 | ||
|---|---|---|
| Media | MEDIA: USE OF MEDIA: USE OF SCREENS & AUDIO IN A MEDIA CAMPAIGN | Bronze |
Brand: Channel 4
Media: Radio
Media: Media
Media: MediaVest
Geo: United Arab Emirates
Channel 4 FM: Radio Spa
Advertising Agency: Mediavest, Dubai, UAE
Creative Director: Mohit Lodha
Art Director: Nikita Masillamani
Copywriter: Tauseef Anwar
Production: Channel 4 FM
Aired: March 2015
Insight/Strategy/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.
Execution: We created Radio Spa – World’s first spa you can listen to. We identified music containing Alpha waves which 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