PLEASE NOTE: THIS ENTRY HAS AN AVP - PLEASE WATCH BEFORE VOTING When Austrian Airlines asked us to remind business people they offer the shortest flight connections of all European airports, we decided to let people experience the benefits of short connection times in person - directly on the radio.The idea: Hijack the commercial break and replicate the service listeners could expect from the airline. Partnering with a leading radio station, we let listeners experience programming continuity.

While the host announced he was 'breaking for commercials', the break never came on.

Instead, listeners heard the host say: ‘This commercial break was sponsored by Austrian Airlines with the shortest connections in Europe’.

Partnering with one of the country’s leading morning talk show hosts, we agreed with him, he would announce the commercial break, but it would never come on.

Instead, he’d come back on air after a second and let listeners experience the benefits of short connections, first hand, on the radio. “That’s it!”“We’re back”“This commercial break was sponsored by Austrian Airlines with the shortest connections in Europe’.

Hijacking the commercial break paid off.Part of an integrated campaign, business class bookings grew by 50%.