Transistor Radio Kit
Kapisanan ng mga Brodkaster ng Pilipinas
Issue 4 | July 2008
Agency
Proximity Philippines
Creative Team
David Guerrero - Chief Creative Officer;Tony Sarmiento - Executive Creative Director;Dino Cabrera - Creative Director;Windel Aboy - Art Director;Bogey Bernardo - Copywriter;Bonnie Doroy - Copywriter
Production Team
Al Salvador - Print Producer; Jet Concepcion - Final Artist
Other Credits
Leah Besa-Jimenez - General Manager;Onat Roldan - Business Unit Director;Edg Samson - Account Director;Ricca Teotico - Account Manager
Date
June 2006
Background
To promote creativity in radio, the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) - the largest self-regulating body in Philippine radio – had decided to come up with the country’s first-ever radio-specific advertising awards. However, its credibility was an issue among advertising professionals who were wary of joining contests that didn’t seem as prestigious as the other renowned Philippine awards bodies such as The Araw Awards by the 4A's and The Creative Guild of the Philippines. The challenge therefore was how to hype this new award-giving body and encourage agency creatives to enter their radio campaigns into the Awards.
Idea
To drum up excitement and get the target audience to see the KBP awards as the true test of their radio- making abilities, DM packs were sent out to creative heads at 60 of the country’s leading advertising agencies. Each case contained a real ‘do-it-yourself’ transistor radio kit and all its original parts, challenging the recipients and their creative staff to ‘Test their radio-making skills’. Each kit came with an instruction sheet complete with a diagram and directions on how to join the contest as well as an entry form for the awards. There was a bonus prize for the first five agencies that sent back an assembled and fully functional radio kit to the KBP.
Results
The campaign drove a total of 90 entries in just one month - more than 50% of the expected entries in the whole first semester of judging. A couple of assembled working radio kits were also sent back to the KBP after the first week of the DM kit’s release.
Target Audience
Advertising agency creatives
Size
60 kits
Our Thoughts
Radio is the forgotten medium in most agencies. It’s a vicious circle. As the work gets worse, so there are no incentives for creative directors to put their best people onto radio briefs. For me, the sub-text to this piece is how lazy agencies are and how insisting on the same degree of craft skills in radio as in press or TV will repay everyone involved.