Bridgestone Middle East & Africa / United Arab Emirates / 2023Experiential
The Lane Change Song.
Bridgestone and Serviceplan used a synchronized radio takeover to remind UAE drivers about the risks of sudden lane changes.
- Brand
- Bridgestone Middle East & Africa
- Agency
- Serviceplan Middle East
- Market
- United Arab Emirates
- Region
- GCC
- Year
- 2023
The challenge
Make a road-safety message about unnecessary and abrupt lane changing memorable to motorists during their journeys.
The idea
The team produced a pop-rock song in English, Arabic and Hindi and coordinated its broadcast across seven radio stations at the same time, so changing channels echoed the behavior the message addressed.
Case study source: Bridgestone Source ↗
Credits
- Brand
- Bridgestone Middle East & Africa
- Creative agency
- Serviceplan Middle East
- Media agency
- Mediaplus Middle East
- Radio partner
- Arabian Radio Network
- PR agency
- Orient Planet
- Creative director
- André Couto
- Creative director
- Saleh Elghatit
- Associate creative director
- Sameer Suri
- Music production studio
- Sonido Antro
- Vocalist
- Chilla Lynn
- Director
- Lucas Duque
