We took radio listeners on an audio journey around Ireland and allowed them to choose which attractions they wanted to visit by retuning their radios to different stations.

We took radio listeners on an audio journey around Ireland and allowed them to choose which attractions they wanted to visit by retuning their radios to different stations. We created five ads, each of which placed the listener at a different attraction in Ireland using a narrative read by Ardal O’Hanlon (star of the hit sitcom Father Ted). The ads were scheduled to run consecutively on different radio stations. At the end of each ad, listeners were given two options of where to go next and told to retune their radios to one of two different frequencies depending on where they wanted to go. When they did so, they heard an ad set at the attraction they had chosen to visit. At the end of their journey, listeners were encouraged to continue their adventure over in Ireland.

Most importantly, it got our audience to really engage with Ireland by transforming radio – a one-way medium – into something truly interactive. Rather than just telling them what there is to do in Ireland, we put them in the driving seat and allowed them to explore the places that were of interest to them. This added interactivity was so well received that some people even called into the radio stations to say how much they enjoyed the campaign. The activity also received newspaper coverage, earning Ireland free PR – quite an achievement for a radio campaign.