We wanted to prove the safety technology of the Equinox by creating a unique product demo specifically for radio. We focused on being able to use your phone hands-free while driving, thanks to Siri integration. In each of the 13 ads we made, a driver will either or ask or command something from Siri. Whatever is requested is then auto-completed by the radio station, be it weather or a song.

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.

We saw a significant spike in website visits to the Equinox model page during the 4-week campaign, with a 75% increase in daily traffic within the first 48hrs of the ads going live.

And by using clever placement of the ads directly before the songs or weather reports, we turned a 15 second ad into a 3 minute 15 second ad every time it ran. Based on the total impressions over the 4-weeks, we gained an extra 330% additional media value for free worth just over 900,000 Dirhams ($272,000).