Case study: How the world's first pirate radio station returned to its roots and rocked Iran
The Challenge: Broadcasting from a boat off the coast of New Zealand in
1966, Radio Hauraki was the world's first off-shore pirate rock station.Over the years Radio Hauraki had grown old. It had lost its revolutionary edge; it had become boring and irrelevant to our target audience of 30-40 year old rock fans.
The Brief: Re-capture the revolutionary spirit of New Zealand's original pirate rock station.
VIEW THE CONCEPT
The Solution: Create a rock revolution.The insight: Question: If rock is the western symbol of rebellion, where is rock still banned by the authorities?
Answer: The Islamic Republic of Iran. In 2005, the President of Iran banned all Western music from state run airwaves. Rock music is officially deemed contrary to the Islamic republics strict moral code รข the authorities consider them Satanists.
The Work: Just after Christmas 2010 the agency released footage of a
covert US Psy Ops expedition conducted in Iran. They made it look like
US forces had parachute dropped equipment - Marshall amps, electric
guitars, and drums - to the Iranian rock underground. A Christmas present
from Uncle Sam. There was absolutely no clue as to where the footage
came from. The clip was hosted in Estonia. Any dialogue was in Kurdish
or Farsi. The agency created an online identity called Vidileaks and
began to share the film. Within days it was on the radar of 30,000+
people around the world via twitter and was picked up by video sharing
sites in Pakistan, India, China, Japan, Czech Republic, Croatia and the
USA. People believed the film was authentic.Next the film was propagated on Facebook, including Iranian facebook pages.
The Success: They knew they'd succeeded when music station 'The Rock', their biggest opposition in rock music posted their Psy Ops video to their website. Then the agency released a second film. A 30 second viral clip that revealed it was Radio Hauraki who masterminded the plot, reminding the public of Radio Hauraki's rebellious Pirate radio origins.
Great stuff. Guerrilla advertising at its best.