Silence is a tactic in new radio advertising strategy

A  real estate advertising campaign features a near silent advertisement which challenges the listener to turn up the radio to actually hear it.

Naked Communications has devised the campaign for the Asian Pacific Group, which manages and owns real estate properties in Melbourne.

The two advertisements – featuring a man, the other a woman, talking on a telephone then goes almost silent in a lure to have listeners turn up the volume – with the aim that they engage more with the message as a result.

Called “It’s A Secret”, the campaign is designed to capture listener attention by the near silence and is set down to run for the next eight weeks in Melbourne.

“We are inviting people to hear about the incredible commercial offers mentioned in the radio ads,” said Naked Communications’ head of ideas Simon Veksner.

“The idea ‘It’s a Secret’, has behaviour change principles at its heart. However, the only way people will be able to hear the offers is if they actually make the effort to turn their radio up. We believe that getting people physically involved in the communication is a great way to ensure they pay attention to the message. Radio can be a cluttered medium – we are sure this will get peoples attention.”

The ad will air on Melbourne’s MMM and SEN, and will only be featured during breakfast and drive times when listeners are more able adjust the volume easily – mainly in cars.

Dead air is terminal in commercial radio, so it will interesting how the campaign actually plays out.



  • Sheena Kelly, Asian Pacific Group

Naked Communications

  • Adam Ferrier, Insight and Planning
  • Simon Veksner, Head of Ideas
  • Nick Marzano, Copywriter
  • Tristan Graham, Copywriter
  • Ashley Smith, Expressions Manager
  • Renata Gordon, Expressions manager




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