«Radio from which you can get pregnant» for Nashe Radio

Market situation / task

In August 2006, the radio station Nashe Radio had the second rate in ratings of Ukrainian radio stations with the daily coverage of 2.5 million persons. Women made up the core audience, and the tendency towards ageing of the audience was observed. It was necessary to rejuvenate the audience and as far as possible increase the daily coverage.

Radio audience has the following feature: on week-days in the morning people choose some frequency for the sake of an interesting morning show, and then they stick to it all through the day. The client developed a concept of a new morning radio show named «One Million Children for Ukraine»: during 9 months, couples that have decided to bear a baby were to be registered as participants of the promo, win prizes and presents from sponsors, and on air of the morning show various useful and interesting information about pregnancy, children, family, etc. was scheduled.

Objective of the campaign

To attract attention to the new morning show. To create an intrigue round what things related to pregnancy they speak about on Nashe Radio from 6 till 10 on week-days.

Insight

Young audience of large cities is interested in everything related to fashion, fashionable tendencies, as well as everything related to «making babies»

Creative challenge

To make pregnancy a fashionable tendency, and Nashe Radio – the station from which it is possible to become pregnant

Campaign

• TV
• outdoor advertising in large cities
• subways in Kyiv and Kharkiv
• radio
• promoters
• flash-mob
• Ambient media – inscriptions in streets

Results:

• 850 calls to the hot line during the first week of the campaign
• 8 000 registered couples during the first 2 weeks of the campaign
• Rik De Lisle, director of ALAN BURNS & ASSOCIATES/Europe:«I have been working with radio stations from 1976. The campaign that I saw for Nashe Radio is the "World Class". Quite often advertising agencies in search of «Creativity» forget to pass the actual message. What makes Saatchi special is that they find a creative method to pass the message. And this, in my opinion, is exactly what creates a truly high-class publicity campaign»

Awards

2006 Gold

2006 Gold