A major source of distraction while driving is the radio. We developed a radio advertisement to get drivers to stop fiddling with the car radio controls while driving. The advertisement appeared where drivers least expected an advertisement. On the digital display of the radio console.

Here’s how it worked; apart from music, radio stations transmit text messages on the radio console (usually to show the name of the radio station). We got a popular radio station to transmit Prudential BSN’s road safety text message on a continuous loop during rush hour.

This visual radio advertisement generated over $50,000 in free publicity from press coverage and public feedback. It was also one of the radio stations highest recalled advertisements.