OFM is a regional radio station, based in Bloemfontein, broadcasting via 21 transmitters between 94 and 97fm.
Challenge: OFM are not on top of mind when it comes to media planners and advertising agencies. The challenge was to encourage them to 'change your tune' by changing the old, stale perceptions of OFM that many harboured and to subsequently increase advertising revenue.
Solution: To support a high impact strategy that would be both visually arresting and informative, we created fifty upscale music boxes that were sent to the top media and advertising agencies in the country. Each music box included a sheet that, when placed in the box and wound, would play a tune and each week's theme was addressed through song, using song titles as indication of theme and relevance. The copy that followed on the sheet sought to tackle misconceptions by giving the media planner all the information needed to change their minds. Detailed diagrams accompanied the text so that the information was delivered in an engaging, interactive way.