Gandhi Bookstores: The First Radio Spot you can read
Announcer: If you are stuck in traffic, look at your stereo's screen.
Stereo's display: This advert promotes reading. That's why you are reading it. Gandhi Bookstores
Announcer: Gandhi Bookstores. Keep reading.
Gandhi Bookstores strategy has always been focused on make people read. So we found the way to make it happen. On Radio. Using the RDS system on car stereos, we did the first radio spot you can actually read. The system allowed only 64 characters divided in 8 lines on text. It was aired in rush hours in Mexico City.
Advertising Agency: Ogilvy Mexico, Mexico City, Mexico
Chief Creative Officer: José Montalvo
Executive Creative Director: Miguel Angel Ruiz
Creative Director: Luis Elizalde
Copywriters: Luis Elizalde, Raúl Rivera, Marcela Estrada, Rodrigo Flores
Agency Producer: Juan Pablo Osio
Production Company: Circo Film
Post Production: Circo Films
Published: April 2011