Play It Safe

Background

The World Health Organisation announced that 50% of young people listening to personal audio devices risk permanent damage to their ears.

Visual warnings existed on most devices but these were ignored by Virgin's key audience of music lovers aged between 12 and 35.

Perhaps Virgin Radio could twist the approach and turn the audio button into the trigger of a new audio experience?

Idea

Press, PR and social media drove listeners to the Virgin Music website where they could experiment with the new volume button and experience directly the dangers of music when it was too loud.

When they turned the volume up too high, common hearing disorders began to interfere with the live broadcast. Listeners heard to what it sounded like to have hyperacusis, tinnitus and hearing loss before the message came through: There is nothing wrong with the radio. This is how loud music in your headphones can affect your hearing. Play it safe.

World famous artists like DJ Armin Van Buren (four years in a row voted #1 DJ by DJ Mag), Inna, Starley, Cazzette and Markus Schulz recorded special warnings for listeners, asking them to play music on their devices at safe levels. They also shared our campaign content on social media.

Results

Volumes went down and audiences went up; the online audience went up 19% and website listening time went up with 51%.

Our Thoughts

One of the reasons there is so much 'good' advertising is because it is good business. I'd love to know what the real ROI on this campaign is. In offering help to their listeners, the campaign attracted a whole bunch more people to tune in to Virgin Radio, which helped them charge a whole bunch more dollars (well, Romanian leu, actually) for advertising space.

Everyone's a winner when you have a good idea.

Setting out to protect their listeners' eardrums helped Virgin Radio grab themselves a wedge more listeners. Good news for them as it means they can sell space to advertisers for more money.