The radio ad that wasn’t really a radio ad, but it was

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FCB have picked up the September ORCA with an unconventional radio ad for Mitre 10 Mega that formed a roadblock on radio by playing a song across six radio stations at once. The latest campaign was launched to reposition the brand and claim “The Weekend”.

The Bring on the Weekend song played out at 3.29pm on Friday 12 September. This information comes from a Colmar Brunton survey which found that this is the official time that we all start thinking about the weekend.

“We used the radio medium to get our new brand line Bring on the Weekend inside listeners’ heads, and get them excited about the weekend,” said FCB senior copywriter Scott Kelly.

DJ’s across the stations introduced the song and pushed people to download it from the Mitre 10 Mega website. The stations’ website banner display also changed out at 3.29 to further enhance the message.

“I was really thrilled that agencies were starting to be clever and creative again with radio,” said ORCA judge Trevor Plant from AUT

The FCB team of Scott Kelly & Ian Smith pick up the $500 limited edition Martin Horspool certificate and a $5000 radio schedule for Mitre 10 Mega.

  • To enter the ORCAs and to listen and view this month’s winning campaign, visit

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