Radio 89 Fm Radio, Case study Truth Detector Rádio by DDB Sao Paulo, DM9DDB Sao Paulo

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Truth Detector Rádio

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Industry TV Channels/Radio Stations and Programmes
Media Radio, Case study
Market Brazil
Agency DDB Sao Paulo
Chief Creative Officer Arício Fortes
Executive Creative Director Leo Macias, Paulo Coelho
Creative Director Adriano Alarcon
Copywriter Filipe Medici
Designer Daniel Matsumoto
Agency DM9DDB Sao Paulo
Art Director Rafael Segri
Photographer Sergio Prado, Kaue Uema
Production Spray Filmes
Director Fernando Grostein Andrade, Raoni Rodrigues
Released March 2016

Awards

Cannes Lions 2016
Cyber Social: Innovative Use of Social or Community Bronze Lion

Credits & Description

Agency: Ddb Brasil
Brand: 89 Fm
Country: Brazil
Agency: Dm9ddb / São Paulo
Advertising Agency: Ddb Brasil, São Paulo
Entrant Company: Ddb Brasil, São Paulo
Media Agency: Ddb Brasil, São Paulo
Pr Agency: Ddb Brasil, São Paulo
Production Company: Ddb Brasil, São Paulo
Additional Company: Ddb Brasil, São Paulo
Broadcast Producer: Fabiola Thomal (Ddb Brasil)
Media Coordinator: Kellvyn Maior (Ddb Brasil)
Image Production Company: Spray Filmes (Spray Filmes)
Rtvc Director: Fabiano Beraldo (Ddb Brasil)
Chief Interactive Officer: Igor Puga (Ddb Brasil)
Photographer: Kaue Uema (Ddb Brasil)
Post Production: Matheus Basilio (Studio Great)
Project Manager: Rafael Gomes (Ddb Brasil)
Media Director: Vilma Morais (Ddb Brasil)
Media Vice President: Adrian Ferguson (Ddb Brasil)
Account Vice President: Marcelo Passos (Ddb Brasil)
Account Supervisor: Tania Pena (Ddb Brasil)
Sound Production Company: Bastart (Bastart)
Designer: Daniel Matsumoto (Ddb Brasil)
Director: Fernando Grostein Andrade (Spray Filmes)
Digital Production Company: J&M Consultoria (J&M Consultoria)
Art Director: Rafael Segri (Ddb Brasil)
Director: Raoni Rodrigues (Spray Filmes)
Creative Director: Zico Farina (Ddb Brasil)
Chief Creative Officer: Aricio Fortes (Ddb Brasil)
Corporate Communication Director: Lana Pinheiro (Ddb Brasil)
Graphic Producer: Nereu Marinho (Ddb Brasil)
Cinematographer: Octávio Puppo (Spray Filmes)
Cinematographer: André Dip (Spray Filmes)
Production Director: Clariana Costa (Ddb Brasil)
Project Director: Eduardo Martin (Ddb Brasil)
Music Producer: Lucas Lima (Bastart)
Chief Creative Officer: Marco Versolato (Ddb Brasil)
Editor: Ricardo Raul (Studio Great)
Creative Director: Adriano Alarcon (Ddb Brasil)
Copywriter: Filipe Medici (Ddb Brasil)
Executive Creative Director: Leo Macias (Ddb Brasil)
Project Manager: Leonardo Santos (Ddb Brasil)
Executive Creative Director: Paulo Coelho (Ddb Brasil)
Photographer: Sérgio Prado (Ddb Brasil)
General Media Director: Vicente Varela (Ddb Brasil)
Campaign Description:
A radio interview program where the interviewees faced a lie detector. The results were shown in real time on the RDS displays of radios and smartphones. The interviews were also uploaded to SoundCloud, with the polygraph’s results being tagged at the exact moment that the answers were given. With every answer given by the guests, listeners would know in real time if they were telling the truth or lying. Controversial guests talked about politics, music, fashion, sex, sports and aso public interest issues such as the Zika virus epidemic and the Olympics. Listeners could interact and send in questions through social networks. Everything happened in real time.
Strategy:
Our strategy was to launch a new program format for the radio’s prime time, with the audience made up mainly of young people and opinion makers. We invited people from different sectors of society to talk about subjects of interest to the population: health, politics, music, fashion, entertainment, etc. The guests were interviewed while connected to a polygraph machine, monitored by a specialist trained by the CIA. He would send the answers in real time to the RDS displays in cars and smartphones. In addition to the radio, the program could be heard on smartphones and also Soundcloud. On both platforms, listeners also knew, in real time, if the interviewees were telling the truth or lying.
Synopsis:
Besides the economical and political crisis, Brazil is going through a serious credibility crisis. No one believes in the country anymore, not even the brazilians themselves. Amidst so much distrust, one of the most influential radio stations in the country has a duty to prove its transparency and credibility and so they created a new program format to clear things up. In Brazil, 38% of the populations listens to the radio on their cell phone and also on the web. This is why we needed a strong digital action for this strategy of launching a new radio program format
Outcome:
• We placed the truth in front of the listeners, bringing even more credibility and transparency to the radio amidst a scenario of widespread mistrust that Brazil is going through. - The activation was featured in important vehicles in Brazil and around the world : FOX, ABC, Yahooo! , NBC and CBS, among others.- 12.635.267 impressions- Millions of people impacted listening to the radio, on the web, or through other media vehicles.• A second season is already confirmed.• The project’s repercussion was so positive that, out of the 94 politicians invited for the second season, none accepted the invitation.
Execution:
We created a new radio program format called the “Truth Detector Radio”. A daily show during prime time of one of the most influential radio stations in the country. Controversial guests from the most varied sectors of society talked about politics, music, fashion, sex sports and also public interest issues such as the Zika virus epidemic and the Olympic Games. A polygraph specialist, trained by the CIA, monitored each one of the guests. The results from the polygraph were sent in real time, together with the radio waves to the RDS displays in cars and smartphones. With each answer, the listeners knew whether the guests were telling the truth or lying. Listeners could also interact and send questions through social networks, and these questions were also answered in real time by the interviewees. In addition to the radio, the program could also be heard on smartphones as well as