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Reality Radio
National Post, Tuesday, January 25, 2005
Due North, the Toronto-based agency has applied the reality genre to radio with a new campaign for workopolis.com, the online job search company. The goal of the campaign was to do a product demonstration of workopolis.com, on air. The result: a sort of small-scale Canadian Idol, but for radio. In the first of three spots, the voice of Workopolis.com ads announces he is posting his job on the site and invites people to call in and audition for the gig. In the first week the ad drew 200 auditions, but apparently none exactly filled the bill. The second radio spot, which went to air Friday, is billed “Still Looking”. Call-backs for auditions are planned for early February, and the company aims to have a new voice of Workopolis on air by mid-February. Karen Howe, creative director with Due North, believes this campaign shows just what an ad you can do on radio. “What is so cool about it is this: How often have you heard a product demonstration on radio? Never. It’s a first.” Auditions are still being accepted at 866-282-2033.
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