BRMB A Snow Defying Act

The Brief

The news channels been forecasting snow and leading Birmingham radio station BRMB, no strangers to stunt activity, wanted to capitalise on this opportunity to ensure people tuned into their radio station for their weather updates. They wanted an agency capable of launching a last minute campaign - that evening.

The Activity

Taking the call just as we were packing up for the night, Hotcow took the decision to go that extra mile for the client. We came up with two plans, aware of the British weather’s unpredictability. Plan A was to be the stencilling of the slogan “We’re on Snow Patrol!” in red dye at key commuter locations. Plan B – if the predicted snow failed to materialise – would involve applying clean ads across 16 high-footfall locations in Birmingham with BRMB’s campaign message “V Day Is Coming” and the station’s logo.

With no snow on our arrival, the Hotcow team set about ‘scrubbing’ the clean ads into place, at which point, the snow came. The team then switched to Plan A but unfortunately the snow, predicted to fall between 2am and 5am, began to fall from 6am and didn’t stop…sixteen hours later, the brave and frostbitten crew stopped working, whilst Plan A had been pretty much wiped out by the continuing snow, the clean ad campaign remained.

The Results

Awareness of the BRMB ‘V day is coming’ campaign was increased and commuters were exposed to the BRMB brand, as they travelled into work and home again. Many, sitting in their cars would have switched to BRMB to catch up on the latest news about that dramatic British winter.