After the gut-wrenching agony of seeing England go out on penalties again, one advertiser was there to dry up England’s tears in their hour of need. Using the flexible attributes of radio, Kleenex worked with Global Radio to produce two pieces of copy depending on the “win or lose” outcome from Sunday night’s game. This is a great example of an advertiser understanding one of radios strengths and using it to tap into the nations emotions and connect with them in a time of need.
However, it was with a heavy heart that Global played out the inevitable “lose” copy.
Global creative prepared a ‘win’ and ‘lose’ piece of copy and following the result of the game late in the evening the relevant copy was played out from midnight and throughout the following day across Heart and Capital. Using radio allowed Kleenex to tap into the zeitgeist by reaching listeners with a tactical message while England’s defeat was still raw.
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