Radio Mix Promo POSTCARD ROCK IN RIO by Que Comunicacao

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market Brazil
Agency Que Comunicacao
Creative Director Eduardo Almeida E Chiquinho Lucchini
Art Director Marcelo Cunha, Dennis Sieber
Copywriter Isabella Ribeiro
Producer Alvaro Edir, Guto Senra
Account Supervisor Márcia Perdomo
Released April 2011

Credits & Description

Category: Publications & Media
Advertiser: RADIO MIX
Product/Service: RADIO STATION
Date of First Appearance: Apr 1 2011
Entrant Company: QUÊ COMUNICAÇÃO, Rio de Janeiro, BRAZIL
Creative Director: Chiquinho Lucchini (Quê Comunicação)
Creative Director: Eduardo Almeida (Quê Comunicação)
Art Director: Dennis Sieber (Quê Comunicação)
Art Director: Marcelo Cunha (Quê Comunicação)
Copywriter: Isabella Ribeiro (Quê Comunicação)
Producer: Alvaro Edir (Quê Comunicação)
Producer: Guto Senra (Quê Comunicação)
Account Supervisor: Márcia Perdomo (Quê Comunicação)
Account Director: Tatiana Soter (Quê Comunicação)
Radio & TV Commission Director: Graziela Morgade (Quê Comunicação)
Radio & TV Commission Assistant: Liliane Oliveira (Quê Comunicação)
Advertiser's Supervisor: Fátima Rendeiro (Quê Comunicação)
Film Maker: Produtora Diretoria (Diretoria)
Advertisers Supervisor: Luiz Calainho
Media placement: 1 action - Public at Bars - 01 April 2011

Describe the objective of the promotion.
Mix FM, our client, is the favorite radio of young people in Brazil and was chosen as Rock in Rio’s official radio station.

Our challenge was to create a distinct action on a budget that was relatively low compared to the investments of other sponsors. We needed to advertise Rock in Rio 2011 and convey the message that Mix FM is the event's official radio station.

The pick postcard is an unique piece made to promote MixFM as the official radio station of Rock in Rio 2011.

Describe how the promotion developed from concept to implementation.
The creative solution was the “Pick Postcard”, an advertising postcard made of acrylic and featuring a detachable guitar pick. The picks are printed with symbols that represent the bands that will be playing in Rock and Rio. With the concept – “The best insider coverage of Rock in Rio” – these pieces give people a souvenir from their idols before the actual concert takes place. The postcards were distributed in bars, nightclubs and concerts by a Mix FM team.

Explain why the method of promotion was most relevant to the product or service.
The cards were handed out in bars, night clubs and rock shows.

Describe the success of the promotion with both client and consumer including some quantifiable results.
More than just advertising Mix FM as the official Rock in Rio radio station, the piece offers music lovers (and especially rock fans) a gift they’ll truly like. In addition to this, we were also able to generate share of mind among our target audience, as people wanted to collect the postcards and, of course, play using the guitar pick.