Radio Invaders [video] by Talent Marcel for Toshiba

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Radio Invaders [video]

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Industry Electronic Devices & Home Appliances
Media Radio, Case study
Market Brazil
Agency Talent Marcel
Creative Director Alexandre Popoviski, Rodrigo Bombana
Art Director Bruno Trad
Copywriter Lígia Mendes
Production Fuba Filmes
Released May 2013

Credits & Description

Advertiser: SEMP TOSHIBA
Agency: TALENT
Category: Best Use of Audio
Advertising campaign: RADIO INVADERS
Creative Director: Alexandre Nego Lee (Talent)
Art Director: Bruno Trad (Talent)
Copywriter: Ligia Mendes (Talent)
Chief Creative Officer: João Livi (Talent)
Executive Media Director: Paulo Stephan (Talent)
Creative Director: Rodrigo Bombana (Talent)
Producer: Sergio Villaça (Sound Design)
Director/Producer: Tony Berchmans (Sound Design)
Account Manager: Eliana Ricci (Talent)
Account Director: Marcel Bonzo (Talent)
Editor: Tulio Galvao (Fuba Filmes)
Talent Media Director: Mauricio Almeida (Talent)
Execution
We carried out an action in partnership with 2 radios that are dial neighbors, Atlântida Radio, 94,3 and Gaúcha Radio, 93,7. The idea was simple. When you have a very powerful sound system, your music eventually invades your neighbor’s place. And what if that happened on the radio? When the announcer from Atlântida Radio played a song directly from the Semp Toshiba Dock Station, the sound invaded their dial neighbor radio. When they tuned in Gaúcha Radio, the listeners could not only hear the same music playing and interrupting the programming, but they also heard the announcer complaining about the noise. Making fun of a common day-to-day situation, we were able to innovate in the radio medium, making listeners Interact with the action and call attention to the power of the new Dock Station.
Effectiveness
Besides impacting thousands of people and the average of the audience of both radios together, we had a great repercussion in social media, where listeners commented about what went on in the two radios.
Strategy
Show the power of the new Semp Toshiba Dock Station in a creative and unusual manner on the radio.