Exta no
Los40
Issue 49 | December 2018
Agency
Shackleton
Creative Team
Executive Creative Director Juan Silva Copywriter Manu Echavarri Art Director Pablo Sforza Creative Director David Ballester Art Director David del Valle
Production Team
Director of Audio Visual Production Manuela Zamora Producer Cristina Cortizas
Other Credits
General Director Lucía Angulo Brand Director and Digital Project Lead Jair Rodríguez Brand Supervisor and Digital Project Manager Ander Mateos Account Executive Mónica Durán
Date
February 2018
Background
Spain's most popular music radio station wanted to do a special action for Valentine's Day. But since every other station would be playing love songs all day, what could they do that was different?
Idea
Many couples have songs that are special to them so that when they break up the music acquires a terrible poignancy.
On St. Valentine’s Day, Los40 listeners could have the heartbreak songs they didn’t want to hear banned from the airwaves.
Ads ran on the station saying, “We are turning Valentine’s Day upside down.
Request a song you can’t stand and we’ll be sure not to play it.”
Results
Listeners sent funny voice messages to the radio: “Please don’t play ‘Me with You, You with Me’. I find it unbearable, thinking of my idiot ex. ‘Me with you, you with that cheating tart.” “If I hear ‘Chendelier’ by Sia right now, driving my car, I think I'll drive right off the road”.
Our Thoughts
Innovation is the fine art of doing new things to surprise and delight your customers. It is also usually defined as an idea that has a value for which people will pay. While people don’t pay their favourite radio stations directly, the money comes from advertisers, who are buying an audience. My bet is that the audience for Los40 will have grown significantly on St. Valentine’s Day and if the station then held onto many of those newcomers, so much the better.
This is where agencies like Shackleton can be so much more than the people who craft nice ads for their clients, they can be their creative business partners.