The Radio Advertising Bureau's (RAB) 'On The Spot' campaign has been won by FCB South Africa.
The campaign was launched in March this year and represented an industry-wide aim of successfully repositioning radio in the minds of advertisers and their agencies as a primary and effective advertising vehicle. It challenged ten agencies to shift the thinking and break the rules on how radio advertising is approached. The agencies who accepted the challenge were given two weeks to come up with their idea.
The winning advert asked, "What if radio could foresee the future?" Its Lexus commercials were strategically placed in between the commercials of unrelated brands during the same ad break - much like the adaptive lights of the car it was advertising.
