Insight: Listeners always stay true to their radio station and don’t zap away to another channel during commercial breaks (as opposed to other media).Rationale: This campaign focuses on one striking USP of radio advertising. To prove that listeners don’t zap away during commercial breaks, we encourage them to do just that in a witty, light-hearted way. By using two seconds of silence, the commercial is building tension. This will make listeners even more curious and provides us with the opportunity to prove that radio advertising really works. Then, for more advantages of radio advertising, listeners are directed to RAB.FM