To demonstrate how radio advertising is more engaging than press we pioneered the world’s first talking press ad.

A lightweight 4PP sound chip was inserted into Media Week magazine.

The opening of these blank double pages would activate the chip that voiced the line.It was a combative claim that would let us deliver our message right in the medium we were comparing ourselves against, making it impossible to ignore the ad.

The objective was to turn around the declining sales figures of radio advertisings. The Radio Advertising Bureau has shown an increase in interest, awareness and a rise in media sales of radio space. This was also helped by the PR it received, as the world’s first talking press ad.