31 YEARS CELEBRATING THE POWER OF IDEAS
  • SELECT WINNERS YEAR
  • Home
  •   |  
  • Back to LIA Main Home
x

Radio & Audio
Innovative Use of Radio & Audio

Silver Winner

Entrant: McCann Worldgroup Romania, Bucharest
Radio XXI - "Go Mono"

Corporate Name of Client: Radio XXI

Head of Client Services: Corina Ghiorghita

Media Company: UM Romania, Bucharest

Media Planner: Victor Croitoru

Agency Account Director: Raluca Fundeanu

Agency Planning Director: Diana Ceausu

Agency: McCann Bucharest, Bucharest

Global Chief Creative Officer: Adrian Botan

Executive Creative Director: Catalin Dobre

Copywriter: Alexandru Vasile

Art Director: Lia Bira

Executive Agency Producer: Tiberiu Munteanu

Agency Producer: Alexandru Platon


Description of the Project:
Without a law regulating headphone use in Romania, the number of accidents related to listening to music in traffic has tripled in the last six years. 

Radio 21 wanted to keep its listeners entertained but also to keep them safe. So it decided to become the first radio to GO MONO with a one speaker broadcast of the morning show, prime time for radio.

To create this behavior of using just one headphone in traffic, Radio 21 created GO MONO jingles.

GO MONO was supported by top Romanian and international artists that dared fans to listen to their songs in just one headphone. Romanian Police endorsed our campaign.

GO MONO safety messages went viral on social media. We went MONO in print and outdoor.