This was obviously idea behind the new selfpromo of Slovak radio called Funradio.
Their management was fed of all those excuses made of their perspective clients.
What they felt in past few weeks?They are sorry for everyone who feels impact of the crisis on business, but they are not sorry for those, they just want to blame the crisis for their problems, based on personal incapability. The aim of their campaign is to show even in tough times it is good not to forget humour and there is always a solution. Solution that is more helpful than an excuse.
What is their response?
- launch a dedicated microsite
- collect all funny excuses, e.g. "sorry for being late for the meeting we were driving slowly all way long in order to save fuel", etc.
- show satisfied advertiser of Funradio supported by 4 facts from surveys, e.g. reach the young generation addicted on brands, etc.
I think this campaign is good at least from two perspectives:
- it showes that Fun Radio is able to handle three topics in one: drive for advertising revenue, tough times and humour
- they are not afraid to come up with proactive communications in time of tough advertising budget cuts. But this is good time for radio, online and printed media to win those customers, they cutted the most expensive media, the TV ad.
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