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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

Audio/Music: DNA
Published: April 2011

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15 comments

Duckman's picture
Duckman
520 pencils

Good stuff

_____________________________________________________
Trifles make perfection, and perfection is no trifle.

Bensusan's picture
Bensusan
11 pencils

C'mon, Ogilvy. It has been done before. And it was Gold in Cannes last year. C'mon! You cannot say you are the first one to do that. Pay attention. http://www.youtube.com/watch?v=ghrEym4SFwo

hugo-bucks's picture
hugo-bucks
4 pencils

Oglivy used already existance media, you can just say that they stealing the idea of communication. This ad is more about gaining consumer attention, where translated lyrics might just be missed or get bored after some time. The Oglivy unlike the Cultura Inglesa create radio ad that focusing listeners attention on the screen just for few seconds, in these time the creative idea can be analysed in peace and silence. Moreover combining the speaker and the moment of silence - as the optimum to read a book is shows the real understanding of the consumer based on the developed insight (that include time spend in traffic not mansion in Cultura Inglesa). In my opinion usage of the translated lyrics of the whole 4 minutes song would better match the translation agencies rather then School of English which porpoise is to teach the language and make the people understand it without the additional lyrics. The ad is more on how rather on where.

Bensusan's picture
Bensusan
11 pencils

I agree, Hugo. But they can't say "The First Radio Spot you can read". That's my problem.

Duckman's picture
Duckman
520 pencils

yep, it's similar. I'm changing my vote for 7.

_____________________________________________________
Trifles make perfection, and perfection is no trifle.

Leonorsilla's picture
Leonorsilla
2 pencils

There are two different ideas using the same resource, one is a song translator, the other a radio spot. Don´t think they are the same, just similar.

hugo-bucks's picture
hugo-bucks
4 pencils

thank you ! :)

Bensusan's picture
Bensusan
11 pencils

I agree with both of you. But, again, they can't say "The First Radio Spot you can read".

henito's picture
henito
557 pencils

done in germany as well. 2006 I think. so nice idea but no creative innovation.

Bensusan's picture
Bensusan
11 pencils

See? If that's true, they only could say "The Third Radio Spot you can read".

robinstam's picture
robinstam
213 pencils

This one was there before: http://www.coloribus.com/adsarchive/prints/retailer-subtitled-radiocom...

So I guess this one is the fourth ;-)

Alexo's picture
Alexo
17 pencils

I think that is the same media, but the idea is creative and much better because the strategy of the bookstore is that make you read and it really happens in the spot.

Glut's picture
Glut
3947 pencils

too strange all this "donegate" thing , besides is not an ad it´s more like an advise to me

Marcela Estrada's picture
Marcela Estrada
2 pencils

By using the radio data system (RDS) text can be shown on the radio display using a maximum of 64 characters, in 8 blocks with 8 characters each. This makes it impossible to translate any kind of song plus it can't be kept up with the duration of the song (3 minutes average). Gandhi's radio spot is targeted to comply with a brand strategy that invites people to read, by using this media within it's real capacity (aprox.20 sec), that is why a longer text it is not used, giving the listener a direct and specific message.

WALDOW's picture
WALDOW
18 pencils

Great idea!!!

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