Knack is a Belgian weekly magazine. Knack covers such topics as politics, economics, national news and foreign news, but also culture, fashion, design, movies, music, health and so on.

No other Belgian magazine is as complete as Knack. So we chose "Completely Knack" as the baseline for the campaign, which was consequently translated into all the different media.

For the radio campaign we have extended this "completeness" in a literal way. The duration of one advertising slot on Belgian radio is 200 seconds. This slot is usually divided up for 6 separate commercials. But for Knack we used the whole slot.

One radio slot. Completely.

We reinforced the radio campaign also with Print in magazines and with a Billboard.

A lot of positive reactions on the radio. A lot of tweets where people said that they didn't want to leave their car because they wanted to hear the end.

"Best radio ever".

Other people experienced it as a radio play/ audio drama.

A radio commercial of 3 minutes was never seen/heard in Belgium.