Title | SUMMER STATIC STATIONS |
Brand | Procter & Gamble |
Product / Service | OLD SPICE DEO SPRAY |
Category | G03. Single Market Campaign |
Entrant | PUBLICIS SINGAPORE, SINGAPORE |
Idea Creation | PUBLICIS SINGAPORE, SINGAPORE |
Media Placement | MEDIACOM PHILIPPINES Taguig, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Ajay Vikram | Publicis Singapore | Chief Creative Officer |
Donna Dimayuga | Leo Burnett Singapore | Creative Director |
Paulo Villones | Leo Burnett Singapore | Creative Group Head |
Maninder Bali | Publicis Singapore | Regional Business Director |
Dan Hejl | Publicis Singapore | Account Manager |
Louiza Joseph | Publicis Singapore | Project Director |
Carmela Almonte | Prodigious Singapore | Agency Producer |
Germain Wu | Prodigious Singapore | Senior Editor |
James Trimming | Prodigious Singapore | Head of Post Production |
Old Spice found a way to take over the radio without actually putting any radio advertisement. We hacked the Philippines second largest medium by owning the sound of static–announced via an online film for a campaign that’s decidedly genre-busting and category-blurring.
Radio is the second largest medium in the Philippines with roughly 60 million listeners and remains the most prevalent medium in the country. As a challenger brand with minimal ad spend, Old Spice knew it cannot compete with bigger deo brands who advertise heavily in FM radio stations–most especially during the summer. Summers in the Philippines are intense. And for millions of people spending long hours commuting in the sweltering heat, the radio is their only friend. We saw this as an opportunity for Old Spice to give listeners the feeling of freshness during the hottest time of the year. So with the brand’s typical ingenuity and madness, we decided to own the parts of radio that no one else did: the sound of static.
The cool thing about static is that it literally sounds cool. And this sound can provide relief from the summer heat the same way ASMR videos and white noise are scientifically proven to induce relaxation. So instead of doing just another radio ad, Old Spice hijacked un-owned radio frequencies that play nothing but static and branded them with descriptive names that transport listeners to a much cooler place. With the power of suggestion and a bit of imagination, people can beat the heat by simply using mind (or ears) over matter. Old Spice ended up owning the most pervasive sound on radio – turning static stations into cooling stations. So the next time someone tuned into radio, whenever they hear static, it’s not just static but something cooling and refreshing. Just like how Old Spice makes you feel in the summer.
Old Spice’s target audience are 20s to 30s males. Aside from TV and online, radio is a popular medium the Philippines with majority of listeners belonging to the same demographic as the brand’s target audience. But as a challenger brand, Old Spice didn’t have the budget to saturate relevant media in the most critical season for the category, summer. The thing about radio is that it needs frequency of airing to make a dent. We had to find a clever way to stand out with minimal ad spend. Online videos however, would just need the right idea for ‘virality’ and ‘shareability’. So we released an entertaining online film that invited people to listen to the radio–not for another radio ad, but for the sound of static. With static being most pervasive sound on air, we introduced new radio stations that only played static to help people beat the summer heat.
During the peak of summer in April, we released an online film starring the Philippines’ first Old Spice guy: Ali Peek. A retired PBA champion who embodies the confidence and effortless dry humour of the brand. He announced new radio stations brought to you by Old Spice, but they weren’t your usual FM stations. Instead they are the radio frequencies IN BETWEEN the most popular radio stations in the country–which only played static. We invited people to tune in to these Summer Static Stations that sounded the same as the things that make you feel cool: Rain FM, Cold Shower FM, Industrial Fan FM, Majestic Waterfalls FM, Gushing River FM, Snowstorm FM.
In a country where Old Spice brand efforts usually go unnoticed, the Summer Static Stations campaign made a big difference. Brand engagement reached an all-time high with 33% increase. Brand sentiment peaked at an overwhelming 91% positive sentiment on social media. RMN, the Philippines largest radio network, featured the campaign on-air and invited listeners to move their radio frequency a few digits to experience the cooling sound of static stations. In a matter of days, the online film gained almost 2 million views with minimal boosting and bare-minimum production budget.
Radio is such an important and ubiquitous medium in the Philippines that majority of the public know the FM station jingles, taglines, and sign-offs by heart. And because radio is the most relevant for millions of Filipinos battling the summer heat during their daily commute, we wanted Old Spice to be present in this moment. Not with just your typical radio ad, but with something more useful and clever. We took note of the most popular FM stations and designed the Summer Static Stations around these radio frequencies, turning these static stations into cooling stations. Then we carefully casted the very first Old Spice endorser for the Philippine market, choosing well-loved local basketball champion Ali Peek. Peek does not only embody the brand’s confidence and dry wit, but also shares the same magnetic personality as the other famous Old Spice brand endorsers.