Ask Richard (Branson)

Listeners Vie For Prize for Most Creative Way to Beg Billionaire to Fund Australia’s FBi Radio Station

Published: March 18, 2010
For a more in-depth look at this Idea of the Week and for other examples of media, marketing and business innovations, visit Ad Age and Cream’s inspiration site.
Australia’s FBi radio, on the brink of bankruptcy, worked with Naked on this fund-raising idea to save the station: Ask Richard. FBi implored listeners to ask Richard Branson, the music-loving billionaire and fellow Australian, for almost $1,000,000, with a cash prize for whoever asked him in the most creative way (as judged by Richard). Efforts included a flash mob wearing Branson face masks, a woman who swam to the billionaire’s private island, and the baking of 5,000 cupcakes sporting Branson’s face. The stunts were covered on blogs, Facebook and Twitter. In the end, Branson called the station and made a generous donation.

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