ROAD RAGE RADIO - LoveAndLobby

This isn’t a traditional Radio spot, but a sponsorship takeover, where Chevy dictated radio stations’ playlists to calm drivers on the road in Ramadan. To make this possible, Commonwealth/ McCann Dubai created software that could analyze peak traffic hours and dynamically adapt playlists with partner stations on the fly. Their software categorized the traffic density every hour and assigned one of four road rage rankings (from green to red). This is how they were able to know when our anti-road rage playlists were most needed. They also analyzed and categorized the songs on each radio station’s daily playlist according to tempo. The worst traffic would be linked the most soothing tracks on each playlist. If troublesome traffic was identified, their sponsorship would be triggered at the start of each hour with a short message would be played on each station introducing their radio hour and triggering their playlists.
Road traffic accidents, injuries and fatalities peak in the holy month of Ramadan, when day-long fasts and late nights result in hungry, sleepy and grumpy commuters.