Those who listen to COPE are all…
Do you listen to COPE? But if that’s from…

A good part of Spaniards could end these sentences with various qualifiers based on a series of prejudices forged over several years. And COPE, previously called Radio Popular, is a Spanish radio stationgeneralist and national in scope, property of the Spanish Episcopal Conference. It is the second most listened to general radio station in the country, with around 3.4 million listeners daily, according to data from the General Media Study, but its social perception has usually been subject to clichés and definitions such as those that could end up, in the mind of each one, the phrases on these canvases.

Located on Calle Santa Engracia, in Madrid, the campaign had a teaser phase through which the agency Monkey Madrid has sought to stir people’s consciences by putting their potential in front of them. “absolute prejudice, even among those who have not even listened to the channel”explains Bitan Franco, Founder and Creative Director at Mono Madrid to reason.Why.

Bitan himself has shared these days the images of the teaser in the form of a canvas on his LinkedIn profile with a message of ambiguity: “Is this a COPE tarp or someone messing with COPE?” Thus, the chain has trusted the Madrid agency to make a declaration of intent from irony towards any cliché that society may have regarding its informative proposal because, in reality, COPE offers a different and broader truth, which is what has begun to be communicated in the campaign resolution.

COPE seeks to open people’s minds

After a teaser phase, the new advertising campaign of the COPE chain responds to the concept “Open to listen”, a new communication platform with which it aims “open people’s minds and move away from a stigmatized radio that is no longer what it was”Bitan Franco explains to us.

“People no longer listen to COPE for what it is”adds Bitan Franco. Hence, this campaign has the potential ability to not only attract new eyes, but also speak to current listeners, laughing at themselves and their own stigma, to strip them of an old description. Thus, in addition to causing a redefinition of the channel itself, the campaign could motivate natural recommendations to friends about media preferences.

The campaign, which will have investment in television, radio, digital and outdoor, therefore plays with colloquial phrases that have traditionally labeled the network, to turn them around and present its communicators as rigorous, entertaining or informed. “In the face of polarization, it is more important to listen than to speak. At COPE we work so that our antenna and our digital ecosystem are plural and respectful places. This campaign is a direct invitation to the audience to surprise them, beyond any preconceived idea”explains Jacobo Menéndez, Director of Global Communication and Brand of COPE in a press release.

From Mono Madrid this is the second time they have worked with COPE. Bitan Franco and Sito Morillo, its Founders & CCO have commented in said statement that with “Open to listen” They seek to encourage people to have an opinion of your own. “The idea is to follow that path and open minds with subsequent campaigns.”

Technical sheet

• Campaign: ̈Open to listen ̈
• Customer: COPE
  • Director of Transformation, Strategy and New Business Development: Andoni Orrantia Herrán
  • Director of Communication and Brand: Jacobo Menéndez Represa
• Creative agency: MONKEY Madrid
  • Chief Creative Officer: Sito Morillo, Bitan Franco
  • Managing Director: Jorge Fesser
  • Creative Directors: Jordi Romans, René Macone
  • Account Director: Alba López
  • Account Team: Marta Hellín
  • Creative Team: Sergio Sancho, Irene San José, Gabriela Moro.
• Producer: The Panda Bear Show
  • Director: Julia Conde
  • Executive production: Héctor Palacio
  • Production direction: Pipi López
  • DOP: Pablo Hernandez
  • Post-production Director: Pablo Bonal
  • Editor: Pablo Bonal
• Post-production Image: The Panda Bear Show
• Post-production Sound: The Lobby