INSIGHT:

Drivers don’t listen to public safety messages, but there is a traditional medium that people DO actually listen to when driving—the radio.

IDEA:

We crashed a radio station, quite literally. In fact, we hijacked a famous daytime talk show on one of Hong Kong’s most popular radio stations. We disguised ourselves as a chatty caller, calling from a cell phone whilst driving. Then unbeknown to the listeners and the radio station, we staged a ‘real’ crash, live on air.

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.

Crash Radio got the whole of Hong Kong talking. The free PR and media coverage was priceless. One week after the hijack, the Chairman of the HK Automobile Association made an announcement and owned up to the stunt. Ironically, this one live radio crash—where no one got hurt and no lives were lost—we finally managed to get everyone’s attention.

The message was clear: WHEN YOU DRIVE, STOP TALKING.