Strategy: Nadia van der Merwe has recently been voted one of FHM’s sexiest women in the world. On a very limited budget, she asked that we promote her website via campus radio so that she could gain more exposure. Creative Solution: Create a radio spot that will not only catch the audience’s attention, but becomes part of the DJ’s show too... Execution: We emailed DJ’s prior to the flighting with a seemingly sad story about Nadia van der Merwe. Once they listened to the spot and realised the humour, we asked them to introduce the spot in the same way. Results: Because of the nature of the spot, DJs spoke about it as part of their show, causing more awareness than just a conventional radio ad. Not only did more people visited Nadia’s website, but her membership also increased by 300%.