‘The Right Side’ advertisement by The Cruz Roja Colombiana (Red Cross Columbia) puts out a call for volunteers in a very unusual way, appealing to the youth that frequently listen to radio in Columbia.
The radio advertisement takes advantage of stereo sound and although both channels depict disastrous scenarios, one is steeped in despair and the other at least shows that there is some hope. The ‘Wrong Side’ plays messages like "If there was a disaster, I wouldn’t doubt for a second to run away," while ‘The Right Side’ reiterates a more positive "If there was a disaster, I wouldn’t doubt for a second to run away for help."
The campaign by the TBWA agency in Medellín is nicely recapped with a video and the effect is of course best if you watch and listen while wearing a pair of headphones.
Stats for Back-and-Forth Audio Ads
Trending: Older & Average
Research: 549 clicks in 107 w
Interest: > 3 minutes
Concept: Cruz Roja Colombiana
Related: 74 examples / 57 photos
Segment: Neutral, 12-35
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