Using your phone while driving is dangerous everywhere, but is especially common in Dubai. By teaming up with a local Dubai radio station, we were able to use the radio format in a novel way to deliver an engaging product demo about how you can safely use your phone while driving in the Chevy Equinox.

We made 13 radio ads, each 15 seconds long. In each, we tell how the Chevrolet Equinox has technology to use your phone, hands-free, with Siri integration. We then play a demo of a driver asking Siri to play a song or give a weather update. That's where our ad stops. But we programmed our ad positioning precisely with the radio station, so when the driver asks Siri for a weather update, the radio station will then play their local weather update. Simply put, we worked with the radio stations and got them to complete our ad in real-time, turning a 15-second spot into a much longer ad.

We made 13 radio ads, each 15 seconds long. Partnering with local radio stations, we working closely with them to plan specific media buys immediately before the weather break or before specific song would play. This allowed our radio ad to transition seamlessly into the radio station's regular programming, giving the effect that our 15-second ad was actually much longer.