There are millions and millions of sports lovers across the globe. Be it at the venue or pay per view on T.V, major sports events have always had a huge following. Technology has enabled sports fans to watch their favorite sport on T.V, cable, online or on giant screens installed especially for a particular event. Such advances in technology have decreased the radio listenership over the years. Beijing Sports Radio, China’s premiere sports radio station trusted Ogilvy and Mather Hong Kong to create a campaign to increase listenership. The agency created a brilliant print campaign that brings a smile to all. They used visuals of a golf course, a tennis court and a boxing ring. The images were shaped like speech bubbles, the universal language signs. Anyone who has ever read comic books can instantly relate to these visuals. The message conveyed is that sports coverage on Beijing Sports Radio is as good as being there. It feels as the sporting event taking place is speaking out to the listener itself. This campaign is a great example of creativity and crystal clear communication.
The amazing thing about this campaign is that it has absolutely no body copy, only the Beijing Sports Radio logo is incorporated at the bottom right corner of each ad. The message conveyed is very direct, clear and hard hitting. One must say that such a campaign compels people to revert to radio listening. The beauty of radio is that it acts just like books. You hear something and it is up to your imagination to create the image, magnifying the fun in the process. The efforts of Ogilvy and Mather are indeed commendable and Beijing Sports Radio must have seen its listenership multiply. Below are the ads made for the campaign. Watch and enjoy my friends.