Motorists in the Philippines listen to the radio while driving, so we knew radio was the right medium for us to deliver our message.

How do we then demonstrate Xenon’s primary benefit of providing long-range visibility in radio?

Instead of resorting to a typical radio commercial, we got creative with the medium. The idea was to NOT just tell listeners what Xenon offers but to let them experience for themselves the benefit of knowing what's coming down the road ahead of time with Xenon headlights as they listen to our spots.

To demonstrate the benefit of Xenon Headlights, we hijacked radio placements BEFORE other commercials and revealed what was going to happen in the next ad.

Since the radio campaign is still ongoing, results are unavailable as of this writing.