More than meets the eye – this motto is one of the main principles of the Transformers universe. It’s not that easy to play the game where fiction becomes part of a reality in ALL brand communications. But we did it.
We live in the world where images, video and sound rule, we observe how text formats become obsolete. We get used to new formats in all possible spheres… And we can hardly find anything as boring as time-honored radio commercials…
But what if we HACK them? ...And break the air by one of the most iconic sounds for today’s progressive audience — the voice of Optimus Prime! ...And the date of the hack coincides with the most important media event in Russia – the president’s call-in show.
On 15th June 2017 we organized numerous broadcast breaks on 3 leading radiostations in Russia – Maximum, DFM and Hit FM. The audience reacted immediately: the official pages of the radio stations in social media were flooded with comments asking what was going on. Journalists noticed our activity too – the interruption of radio broadcast with strange sound can hardly stay unnoticed. And, of course, the linked it to another event of the day – the President’s call-in show!
Thus Transformers hacked not only the air of 3 radio stations, but many, many more major media. We got mentioned in 250 media and popular communities in social networks. Yandex.News – Russia’s major news aggregator – ranged our case as TOP news on Science and tech. The overall campaign reach exceeded 100,000,000. And what’s even more important… once again we reminded our audience that transformers are more than meets the eye.
This professional campaign titled 'Hack the Radio Broadcast' was published in Russia in September, 2017. It was created for the brand: Hasbro, by ad agency: Rodnya. This Audio medium campaign is related to the Toys industry and contains 1 media asset. It was submitted over 5 years ago.
Advertising Agency: Rodnya PR Studio, Moscow, Russia
Chief Creative Officer: Serafima Gurova
Account Director: Vera Sivacheva
Senior Account Manager: Tamara Samodelova
Junior PR Manager: Natalia Sidorova