Radio Eldorado Promo, Case study 24 HOUR RADIO SPOT by Y&R Sao Paulo

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Brazil
Agency Y&R Sao Paulo
Creative Director Sergio Fonseca
Copywriter Rui Branquinho, Pedro Cappeletti, Roberto Kilciauskas, Flávio Casarotti, Fabio Tedeschi
Producer Gabs Carrera
Account Supervisor Sylvia Panico
Released March 2011

Credits & Description

Category: Publications & Media
Product/Service: RADIO STATION
Agency: Y&R
Date of First Appearance: Mar 26 2011
Entrant Company: Y&R, São Paulo, BRAZIL
Chief Creative Officer: Rui Branquinho (Y&R)
Creative Director: Flavio Casarotti (Y&R)
Creative Director: Sergio Fonseca (Y&R)
Copywriter: Fabio Tedeschi (Y&R)
Copywriter: Roberto Kilciauskas (Y&R)
Copywriter: Rui Branquinho (Y&R)
Copywriter: Flavio Casarotti (Y&R)
Art Diector: Sergio Fonseca (Y&R)
Sound Company: Zeeg (Zeeg)
Producer: Gabs Carrera (Zeeg)
Account Supervisor: Sylvia Panico (Y&R)
Advertiser's Supervisor: Renata Ucha (Radio Eldorado)
Account Manager: Alessandro Cardoni (Y&R)
Agency Producer: Nicole Godoy (Y&R)
Agency Producer: Cleo Goncalves (Y&R)
Media placement: 1 Spot - Radio Eldorado - 26/03/2011

Insights, Strategy & the Idea
Objectives: To divulge the ELDORADO RADIO’s relocation on the dial to its listeners.
Target: ELDORADO RADIO’s listeners. A highly qualified audience, used to listen to the radio programming on that dial position number everyday, and that has the habit of adding the dial number to the radio memory.
Insight: The dial number is the radio address. Once the Eldorado Radio was about to change from one dial number to another, we decided to treat it like a ZIP Code change, as if the radio was moving from one house to another.
Relevance: The intervention during the entire daily programming was crucial to the audience, and they realized something different was happening since the moment they tuned the radio. Standard 30 seconds spots spread throughout the entire programming could have been unnoticed by those who didn’t spend enough time listening to the radio. It was very important for the client, because it made the radio listeners change the station without changing the dial. The loyal and qualified public was kept on the new dial.

Creative Execution
To create a spot that lasted an entire day, 24 hours, aiming to communicate to all kinds of listeners – from the loyal ones to the occasional ones – the changing of the radio’s dial position number. The communication channel was a single one, straight and simple – the station itself was moving out.

Results and Effectiveness
The action made the listeners, a qualified audience gathered during many years of programming, stay with the radio. Intrigued by the little noises during the radio programming (even during the songs sections), the listeners kept listen to the radio until they got impacted by the radio hosts message, saying the reason behind all those little noises.