Cannes Lions
SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, Tel Aviv / NATIONAL RADIO ASSOCIATION / 2010
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To prove radio advertising works we set out to prove that people remember better what they hear than what they see. We created a commercial with black and white headlines and a simple voice over.
The catch: the headlines and voice over did not match 100% and consumers watching the ad remembered what they heard and not what they saw.
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