Branded content for radio is relatively unexplored in Hong Kong. No clear restrictions are imposed.

Crash Radio was carefully planned and orchestrated to hijack the live radio channel with no paid media and no knowledge from the listeners or the radio station. As planned, the hijack stunt got the whole of Hong Kong talking across a variety of social media channels—with every conversation and comment taking on a media life of its own. Then one week after the stunt, the Chairman of the Hong Kong Automobile Association made an announcement and owned up to the stunt. Print, posters and online banners supported the announcement. At which time the message was clear: now is the time to STOP TALKING AND TAKE ACTION.

As planned, the hijack stunt got the whole of Hong Kong talking across a variety of social media channels–with every conversation and comment taking on a life of its own. The free PR and media coverage was priceless.