The idea: in a breakthrough radio media buy, we surprised listeners by creating a 30 second radio spot that revealed itself one second at a time over thirty days, mimicking the experience of the app itself.

The 30 day campaign started with a 1 second radio spot on day 1, then every day for a month, the ad got longer by one second to build a full 30 second spot on day 30. In short, we aired the first 1 second radio spot in the country, the first 2 second radio spot, and probably the firsts 3, 4, 5, 6, 7, 8, 9, 11, 12, 13. 14, 16, 17, 18, 19, 20 ,21, 22, 23, 24, 25, 26, 27, 28, 29 second radio spots.

This idea represented a huge challenge in regards to inventory management. With the help of our media partner, we managed to buy radio time by the second. We aired the evolutionary message everyday at the same time, in primetime, on the drive home on Virgin Radio Montreal.

Since the radio campaign aired, the app skyrocketed in the App Store reaching the 2nd position in the Photo & Video top chart and the 17th position overall, exceeding the 1 million downloads milestone.