Role: Research & Strategy / Copy
The brief:
OFM was an un-sexy radio station based in the un-sexier Free State, South Africa. They wanted to be sexy again, but scores of misconceptions surrounded them (too white, too old fashioned, too Afrikaans, too small). We were tasked with challenging these misconceptions and showing people, specifically media planners, what they were missing by ignoring this radio station.
The insight:
Our brains respond more to melody than language, so it felt fitting to use music as a vehicle for our message.
The brief:
We made a music box; a direct mail piece that could sit on the planner’s desk. The statistics, infographics and copy were beautifully designed and printed onto long sheets of music, which was fed into the music box and played by winding its handle.
When writing the copy, I decided to hero the station’s USPs through song; using song titles as headlines and indication of the USP. (For example: USP: OFM is a monopoly. Song: One and Only, Adele.) I then aligned each song to a DJ and programme from OFM, keeping it relevant and real. The copy then tackled each misconception in more detail, giving the media planner all the information they needed to change their minds. Each was finished with a call to action and a plea to: Change your tune.