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The First Radio Spot you can read

Agency Network: 
Published/Aired: 
April 2011

Description

Gandhi Bookstores strategy has always been focused on make people read. So we found the way to make it happen. On Radio. Using the RDS system on car stereos, we did the first radio spot you can actually read. The system allowed only 64 characters divided in 8 lines on text. It was

Audio advertisement created by Ogilvy, Mexico for Gandhi Bookstores, within the category: Retail Services.

Caption

Announcer: If you are stuck in traffic, look at your stereo's screen.
Stereo's display: This advert promotes reading. That's why you are reading it. Gandhi Bookstores
Announcer: Gandhi Bookstores. Keep reading.

Advertising Agency: Ogilvy Mexico, Mexico City, Mexico
Chief Creative Officer: José Montalvo
Executive Creative Director: Miguel Angel Ruiz
Creative Director: Luis Elizalde

Copywriters: Luis Elizalde, Raúl Rivera, Marcela Estrada, Rodrigo Flores

Agency Producer: Juan Pablo Osio
Production Company: Circo Film

Post Production: Circo Films

Audio / Music: DNA
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Duckman's picture

Good stuff

Duckman
Activity Score 520
Art Director at Saatchi & Saatchi |

_____________________________________________________
Trifles make perfection, and perfection is no trifle.

Bensusan's picture

C'mon, Ogilvy. It has been done before. And it was Gold in Cannes last year. C'mon! You cannot say you are the first one to do that. Pay attention. http://www.youtube.com/watch?v=ghrEym4SFwo

Bensusan
Activity Score 18
hugo-bucks's picture

Oglivy used already existance media, you can just say that they stealing the idea of communication. This ad is more about gaining consumer attention, where translated lyrics might just be missed or get bored after some time. The Oglivy unlike the Cultura Inglesa create radio ad that focusing listeners attention on the screen just for few seconds, in these time the creative idea can be analysed in peace and silence. Moreover combining the speaker and the moment of silence - as the optimum to read a book is shows the real understanding of the consumer based on the developed insight (that include time spend in traffic not mansion in Cultura Inglesa). In my opinion usage of the translated lyrics of the whole 4 minutes song would better match the translation agencies rather then School of English which porpoise is to teach the language and make the people understand it without the additional lyrics. The ad is more on how rather on where.

hugo-bucks
Activity Score 4
Bensusan's picture

I agree, Hugo. But they can't say "The First Radio Spot you can read". That's my problem.

Bensusan
Activity Score 18
Duckman's picture

yep, it's similar. I'm changing my vote for 7.

Duckman
Activity Score 520
Art Director at Saatchi & Saatchi |

_____________________________________________________
Trifles make perfection, and perfection is no trifle.

Leonorsilla's picture

There are two different ideas using the same resource, one is a song translator, the other a radio spot. Don´t think they are the same, just similar.

Leonorsilla
Activity Score 2
Copywriter
hugo-bucks's picture

thank you ! :)

hugo-bucks
Activity Score 4
Bensusan's picture

I agree with both of you. But, again, they can't say "The First Radio Spot you can read".

Bensusan
Activity Score 18
henito's picture

done in germany as well. 2006 I think. so nice idea but no creative innovation.

henito
Activity Score 560
Copywriter
Bensusan's picture

See? If that's true, they only could say "The Third Radio Spot you can read".

Bensusan
Activity Score 18
robinstam's picture

This one was there before: http://www.coloribus.com/adsarchive/prints/retailer-subtitled-radiocom...

So I guess this one is the fourth ;-)

robinstam
Activity Score 215
Miami Ad School
Alexo's picture

I think that is the same media, but the idea is creative and much better because the strategy of the bookstore is that make you read and it really happens in the spot.

Alexo
Activity Score 17
Glut's picture

too strange all this "donegate" thing , besides is not an ad it´s more like an advise to me

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
Marcela Estrada's picture

By using the radio data system (RDS) text can be shown on the radio display using a maximum of 64 characters, in 8 blocks with 8 characters each. This makes it impossible to translate any kind of song plus it can't be kept up with the duration of the song (3 minutes average). Gandhi's radio spot is targeted to comply with a brand strategy that invites people to read, by using this media within it's real capacity (aprox.20 sec), that is why a longer text it is not used, giving the listener a direct and specific message.

Marcela Estrada
Activity Score 2
Art Director
WALDOW's picture

Great idea!!!

WALDOW
Activity Score 18
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