FCB NZ’s Scott Kelly and Ian Smith win the September ORCA for Mitre 10 Mega campaign

FCB’s Scott Kelly (left) and Ian Smith (right) have picked up the September ORCA with an unconventional radio ad for Mitre 10 Mega that formed a roadblock on radio by playing a song across 6 radio stations at once.

The latest Mitre 10 M campaign was launched to reposition the brand and claim “The Weekend”. The ‘Bring on the Weekend’ song played out at 3.29 on Friday 12th September. This time came from a Colmar Brunton survey which found that this is the official time that we all start thinking about the weekend.

Says Kelly, senior copywriter FCB: “We used the radio medium to get our new brand line “Bring on the Weekend” inside listeners’ heads, and get them excited about the weekend.”

DJ’s across the stations introduced the song and pushed people to download it from the Mitre 10 Mega website. The stations website banner display also changed out at 3.29 to further enhance the message.

Says Trevor Plant, ORCA judge from AUT: “I was really thrilled that agencies were starting to be clever and creative again with radio.”

The FCB team of Kelly and Smith pick up the $500 limited edition Martin Horspool certificate and a $5,000 radio schedule for Mitre 10 Mega.

To enter the ORCAs and to listen and view this month’s winning campaign, visit trb.co.nz.