Sony Xplod: RDS Guerilla

Using RDS and a partnership with ClearChannel radio, Sony Xplod can talk about the superior clarity or their sound systems right in the car. Sony would use the RDS signal on various stations to display commonly misheard song lyrics, pointing out that with Sony Xplod speakers, you would hear every word correctly.

RDS (Radio Data System) is a signal that allows a radio to display words and numbers. Since both music and data is sent simultaneously from the station, the message displayed can be specifically tailored to each song.

Other messages in the campaign:

Jimmy Hendrix, Purple Haze-
“If you’re singing ‘Scuse me, while I kiss this guy’ get help. -Sony Xplod.”
(Correct Lyrics- “Scuse me, while I kiss the sky”)

Elton John, Tiny Dancer-
“Don’t sing ‘Hold me close and tie me down sir’ at karaoke. -Sony Xplod.”
(Correct Lyrics- “Hold me closer tiny dancer”)

Generic messages would play during commercial breaks-
“Base shouldn’t blow your speakers. -Sony Xplod.”

Cannes Young Lions Finalist, 2006

Cannes Young Lions is a contest where each entry must be work that could not have been done five years ago, or work that uses a medium in a totally unique way. RDS has been available in car radios for over a decade, but nobody’s used it in this way before.