Brief Explanation

“DURING ANY POINT OF THE DAY, 11 PERCENT OF ALL DRIVERS ARE TALKING ON THEIR PHONES.” —HK AUTOMOBILE ASSOCIATION Drivers don’t listen to public safety messages. So to get our message across, we used a medium that people DO actually listen to when driving…the radio. We crashed a radio station, quite literally. In fact, we hijacked a famous daytime talk show on one of Hong Kong’s most popular radio stations. We disguised ourselves as a caller, calling from a cell phone whilst driving. Then unbeknown to the listeners and the radio station, we staged a ‘real’ crash, live on air.

Results and Effectiveness

Crash Radio got the whole of Hong Kong talking. Every conversation and comment across a variety of social media channels took on a media life of its own. The free PR and media coverage was priceless. Ironically, this one live radio crash—where no one got hurt and no lives were lost—we finally managed to get everyone’s attention. The message was clear: now is the time to STOP TALKING AND TAKE ACTION.

Creative Execution

Crash Radio was carefully planned and orchestrated to hijack the live radio channel with no paid media and no knowledge from the listeners or the radio station. As planned, the hijack stunt got the whole of Hong Kong talking across a variety of social media channels—with every conversation and comment taking on a media life of its own. Then one week after the stunt, the Chairman of the Hong Kong Automobile Association made an announcement and owned up to the stunt. At which time the message was clear: now is the time to STOP TALKING AND TAKE ACTION.

Insights, Strategy and the Idea

Drivers don’t listen to public safety messages. So to get our message across, we used a medium that people DO actually listen to when driving…the radio. By making unsuspecting drivers witness a ‘real’ crash—live on air—we spoke directly to the target group and made them aware of the risk.