Bloemfontein, South Africa – When South African radio station OFM wanted to re-introduce itself to advertisers, creative agency Joe Public had the idea of sending out intricate music boxes with a simple message: ‘Change your tune.’
Themes in the campaign were correlated with song titles that provided a window onto misperceptions. Long strips of paper were printed with bold infographics, and then spooled through the music box for reading. Cyndi Lauper’s True Colors, for example, dispels the perception that OFM is an Afrikaans station serving white listeners by presenting statistics about the station’s racially diverse listener base, as well as other demographic data.
Direct marketing can seem invasive, but the music boxes are a playful invitation to engage with the ad copy and statistics in a memorable, multi-sensory way.
This is a great example of how engaging packaging can tell a story about a brand, whether the listeners are consumers, clients or potential advertisers. For more, read our Playful Packaging microtrend.