Promotion while you pee

DESCRIPTION

Canadian sports radio station, AM640, wanted to promote its live commentary of ice hockey games. To show fans how exciting audio can be it installed a poster over a urinal providing commentary of the person doing their business.

Ice hockey is the no. 1 sport in Canada and, as such, is big business for radio and TV stations alike. Fans usually opt to watch games they can’t make on TV but AM640’s poster set out to destroy the myth that listening to games on radio does not provide the same excitement as TV.

The radio station targeted a toilet it knew would be full of ice hockey fans – the one at Air Canada Bowl, home of the popular ice hockey team, the Toronto Maple Leafs. The poster was motion activated. When a fan approached, an excitable commentary lifted from an ice hockey game - but one equally applicable to doing a pee – began to play. Lines such as ‘He’s approaching the bowl’ played in an audio culminating with an ecstatic cry of satisfaction from the commentator.

This, highly targeted campaign reached the exact demographic AM640 needed to – ice hockey fans. It brought amusement into a mundane aspect of going to watch a hockey game and got people talking about the radio station.

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