RADIO FAST by WMcCann Brazil for Nestle

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market Brazil
Agency WMcCann Brazil
Creative Director Milton Mastrocessario Cebola, Fabio Matiazzi Wunderman
Art Director Carlos Bertuol, Jorge Brivilati, Fabiano De Queiroz “Tatu”
Copywriter Omar Caldas, Ana Dolabela
Account Supervisor Marina Ascar
Released February 2011

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: NESTLÉ
Product/Service: FAST PRODUCTS
Agency: WMcCANN
Date of First Appearance: Feb 27 2011
Entrant Company: WMcCANN, Sao Paulo, BRAZIL
Chief Creative Officer: Washingto Olivetto (WMcCann)
Creative Director: Milton Mastrocessario (WMcCann)
Creative Director: Fábio Matiazzi (WMcCann)
Art Director: Carlos Bertuol (WMcCann)
Art Director: Fabiano Queiroz (WMcCann)
Art Director: Jorge Brivilati (WMcCann)
Copywriter: Omar Caldas (WMcCann)
Copywriter: Ana Dolabela (WMcCann)
Creative Assistant: Ricardo Mantovani (WMcCann)
Account Director: João Jote (WMcCann)
Account Supervisor: Marina Ascar (WMcCann)
Account assistant: Lilian Oliani (WMcCann)
Prodution Director: Marcelo Hack (WMcCann)
Agency Producer: Paula Moraes (WMcCann)
Media placement: Internet - Meio & Mensagem - 17/02/2011
Media placement: Intenet - AdNEws - 23/02/2011

Insights, Strategy & the Idea
FAST products are a MashUp of a SNACK TO GO and HEALTHY SNACK, created to follow a fast-paced lifestyle with no rules, to satiate that sudden hunger between meals, anytime, anywhere.
But, if the consumers of the FAST line are restless, free and irreverent, how would it be possible to keep their interest in the brand
How could we stay relevant to this moving target? How could we reach them?
The insight came through one simple device: Cell Phone.
More than 50 million young guys and girls in Brazil have Cell Phones. And most of those use their mobile devices have FM Radio inside.
If our brand is music and our target is connected to the radio with through their cell phones, let´s catch them by the ears. Launching Fast FM radio.

Creative Execution
Radio FAST 89. An interactive radio that follows for our target rhythm, reaching them through FM, internet and cell phones.
Programmed by consumers through Twitter, the radio’s website and the largest Brazilian Social Networks.

FAST 89 is radio with FM, internet and cell phone transmission.
Through Twitter, the radio’s website and the largest Brazilian Social Networks, our target can create Playlists and reserve the transmission hour.

Results and Effectiveness
Communicating the concept involving a recently-launched range of nutritious beverages such as Nestlé’s FAST is neither easy nor quick. So in order to bring this story to life, only traditional communication was not enough. We needed to use conventional media in an unexpected way, while communicating everything we want to communicate for FAST: different rhythms (FAST has 3 different flavors), portability, movement and, above all, a cool, young-hearted state of mind. The agreement with São Paulo’s (our #1 city in sales) 89 FM radio station was natural, given its coverage (over 1 million young-adults) and target (same as ours).