THE BRIEF
As the Indonesia’s biggest headache reliever, Bodrex wanted to strengthen its presence in every medium, from the conventional channel to the new usage of media. Radio listeners who depend on traffic updates during stressful rush hour traffic is an opportunity to reach out to more consumers.
The daily traffic report has become the most tuned in radio program during rush hour. However, as the traffic never seems to get any better, the much-anticipated traffic reports can also be the cause for a headache itself. Moreover, most of them are delivered in a formal way. Collaborating with Oz Radio, -on of Jakarta's biggest radio station - we hijacked their daily traffic report and turned it into a calming and entertaining radio program.
THE EXECUTION
Introducing bodrex Traffic-tainment. A traffic report that uses entertainers as our traffic reporters; from traditional Sundanese singers, a Zen Master, to an acapella group. Every day, the latest traffic updates were collected direct from the traffic police. We then work with the entertainers to produce scripts about traffic update on the spot and broadcasted them live every morning. Each with their unique style to create a more entertaining version of a traffic update.
SCRIPT VIDEO
THE RESULT
The Traffic-tainment spots built a strong association between Bodrex and our headache-free promise. We can’t change the Jakarta traffic anytime soon, but we can surely change the way people listen to it.
The Traffic-tainment spots built a strong association between Bodrex and our headache-free promise. We can’t change the Jakarta traffic anytime soon, but we can surely change the way people listen to it.
Agency: Ogilvy & Mather Jakarta
CCO: Din Sumedi
Creative Director : Wirastomo Hadi
Art Director : Ichsan Satyagraha
Copywriter : Tala Pamungkas
