28 June 2013 Go back to the main page  
 
 What they said ...

John Mescall from McCann commented on this initiative:

     

"We knew that people didn't want to hear our message at all. It's rail safety. Not only do young people not care about safety messages, but we know that they actively tune out these kinds of messages.

“So our idea was to embed our rail safety message into a song: a piece of content so desirable, that our audience would not only willingly listen to it, but if we put it on iTunes, maybe actually pay money to own it. I guess the inspiration was to make a radio ad that was nothing like a radio ad, but a lot more like the content on either side of the ads: the music.

“We tried to make a radio ad that was nothing like a traditional radio ad. It's a song first and foremost with a subtle but unmistakable message embedded into it. The fact that a lot of radio stations around the world have chosen to play the 3 minute version of our ad for free, as part of their music programming, tells us that we may well have pulled it off."

–– John Mescall, Executive Creative Director McCANN Australia