ASIA-PACIFIC – SINGAPORE, OCTOBER 10, 2012 – Skin care brand Lux and JWT hijacked Indonesia’s most popular radio station, Prambors 102.2FM, rendering “famous cocky” jock Reza Alqadri speechless and the rest of the nation talking.
The team went in cahoots with the station’s big bosses for technical support – first going to the board of directors, who directed them to the programme director, ultimately leading them to the producers of the show. Everyone except Alqadri was in on the prank. They brought in spy cams in the form of a pen, a keychain and a digital camera hidden inside a jacket, assigned fake callers and prepared all the songs that would be requested on the day of the prank.
The joke: guys of diverse mix of race, character and age (who can think on their feet and can keep up with Alqadri if he decides to talk rings around them) all smitten will call to dedicate songs to one girl – Kareena.
The callers were able to steer Reza into the plan and just after two guys, he was able to notice the unusual pattern. After more guys called to profess adoration for Kareena, Reza was obviously perplexed!
The last caller, Kareena herself, shed the light on what was going on. “I guess all it takes is Just a Little Lux”, she said and Reza knew they got him hook, line and sinker.
When asked about unusual but refreshing radio campaign, JWT regional executive creative director Tay Guan Hin said, "When we went through a traditional media agency and through the usual channels and contacts, it was difficult at first. But once we managed to swing an initial meeting with the board of directors, the roads opened up. It was pretty difficult to find a channel straight to the top management but once we started the dialogue and got them excited about the idea, they came on board very quickly."
JWT Singapore took home Grand Prix and Gold in Radio for the Lux “Radio Prank” campaign at Spikes Asia 2012.
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