Our task was to turn around the declining sales of radio advertising.

New research showed, you are three times more likely to get your ad noticed on radio than in press.The idea was to prove this by creating the world's first radio ad in press. We knew if we could achieve this, it was likely to get PR.

We pioneered a lightweight 4PP sound chip that was small enough that it could be carried discreetly in a magazine.

We inserted it into trade magazine "Media Week". We also sent some directly to influential people in media companies and clients.

The objective was to turn around the declining sales figures of radio advertising. The Radio Advertising Bureau first showed a sharp increase in hits on their website. Then they were able to record an increase of sales of radio space. This was also helped by the PR it received as the world’s first radio ad in print.