2012 Results

CAT 20 - Radio Advertising (RA)

BRONZE

Ogilvy & Mather Werbeagentur (GERMANY)

HMTM Hannover (Academy of Music, Theatre and Media), "The Absolute Pitch"20-01815-RA
 

Agency (city): Ogilvy Germany

Creative Director(s): Dr. Stephan Vogel (CCO), Matthias Storath

Copywriter(s): Manuel Rentz

Production Company (& City): Studio Funk Berlin

Inhouse Producer/ Sound Engineer: Stephan Moritz, Andy Schlegel

Account Management: Michael Fucks, Sophie Gudat

Advertiser's Supervisor: Melanie Bertram

Short explanation

The task
Development of a radio commercial for the Hannover Academy of Music, Theatre and Media, that aims at a very specific target group: young people with absolute pitch.

The idea
People with absolute pitch can identify every tone on the musical scale without any device. They can hear the tones / letters C, D, E, F, G, A and H (German scale). With these tones / letters, you can encode words, that can only be identified by people with absolute pitch.

The solution
To make sure that only the most talented young musicians apply for courses at the Academy, we develop an easy and effective barrier: we encode the contact mail address – CHEF@hmtm-hannover.de (German „Chef“ means „boss“) using tones. By doing so, our radio commercial becomes the first round of the qualifying examination.

Transcript

Welcome to the first official application procedure of the University of music Hanover. We are searching for students with an absolute pitch. If you can hear that this (Piano-Sound: A) is an A, and this (Piano-Sound: C) is a C, then we are looking forward to receiving an email from you. Just send it to (Piano-Sound: C-H-E-F)@hmtm-hannover.(Piano-Sounds: D-E).
Once again, so you can write it down: (Piano-Sound: C-H-E-F)@hmtm-hannover.(Piano-Sounds: D-E).
Additional information / regional characteristic:
Please note: The German musical scale goes C, D, E, F, G, A, H (instead of B), C. So the encoded mail address ist CHEF@HMTM-HANNOVER.DE
The German word „Chef“ means „Chief“.

Description

The task
Development of a radio commercial for the Hannover Academy of Music, Theatre and Media, that aims at a very specific target group: young people with absolute pitch.
The idea
People with absolute pitch can identify every tone on the musical scale without any device. They can hear the tones / letters C, D, E, F, G, A and H (German scale). With these tones / letters, you can encode words, that can only be identified by people with absolute pitch.
The solution
To make sure that only the most talented young musicians apply for courses at the Academy, we develop an easy and effective barrier: we encode the contact mail address – CHEF@hmtm-hannover.de (German „Chef“ means „boss“) using tones. By doing so, our radio commercial becomes the first round of the qualifying examination.