Asian Pacific Group makes people turn their radios up in new ...

The latest work for Naked Communications Melbourne for Asian Pacific Group goes live next week. Asian Pacific Group is a property developer that owns and manages properties in Melbourne.

The latest campaign's objective is to generate leads for commercial real estate being sold around the CBD. The campaign takes an extremely novel approach and uses radio as an interactive medium in a manner never done before.

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Says Simon Veksner, head of ideas at Naked Communications, Melbourne: "The idea 'It's a Secret', has behaviour change principles at its heart. We are inviting people to hear about the incredible commercial offers mentioned in the radio ads However, the only way people will be able to hear the offers is if they actually make the effort to turn their radio up. We believe that getting people physically involved in the communication is a great way to ensure they pay attention to the message. Radio can be a cluttered medium - we are sure this will get people's attention."

The radio buy is across MMM and SEN and is only being bought during breakfast and drive times to ensure people listening to the radio can turn the volume (up and down) easily.

Client: Sheena Kelly, Asian Pacific Group
Creative Agency: Naked Communications:
Adam Ferrier, Insight and Planning
Simon Veksner, Head of Ideas
Nick Marzano, Copywriter
Tristan Graham, Copywriter
Ashley Smith, Expressions Manager
Renata Gordon, Expressions Manager

Source: http://www.campaignbrief.com/2013/03/asian-pacific-group-makes-peop.html

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