There's no law prohibiting listening to music while biking in Romania. As a result, accidents have tripled in the last six years. Radio 21 wants to keep listeners entertained but also safe. So they created a campaign called Go Mono-- encouraging Romanian bikers to only use on headphone so they could hear the traffic. To promote the idea they created exclusive content that you could only hear by going mono and listening with one earbud. In other words, they created a song in stereo, that if you listened with both headphones in, you'd hear one version, and with one headphone out, you'd hear the other version. They also did the same with tracks in heavy rotation. Nice way to make use of old technology If you've ever listened to 60's music on stereo speakers and you already know this concept. They also as made use of their on air personalities and heavy rotation artists recording radio bumper PSA's reminding people to Go Mono. They even got those big musicians to wear T-shirts on social to get the word out. Pretty smart campaign.
Agency: McCann Bucharest
Client: Radio 21