CHALLENGE: OFM, a South African radio station, had become deeply unsexy. People thought they were too white, too Afrikaans, too old fashioned and so on. As such, no media planners would book them. OFM needed us to change all of that.
SOLUTION: When we sat down to tackle this job, we discovered that misconceptions surrounding the station were just that - misconceptions. We wanted to create something as brilliant and innovative as our client was; something that would emphatically shout out to media planners to change their tune - thus, the music box was born.
WRITING: We carved each amazing USP up into themes, approaching each one through song, using song titles as headlines and indication of theme. (For example: Theme: OFM is a monopoly. Song: One and Only, Adele.) We also aligned each song to a DJ and programme from OFM, keeping it relevant and highly interactive. A sub headline was used to support the headline in each case. The copy then tackled each misconception in more detail, giving the media planner all the information they needed to change their minds.