Rock Snooze app by Africa Sao Paulo for Uol - Universo Online

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Rock Snooze app

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Industry TV Channels/Radio Stations and Programmes, Mobile applications
Media Film, Digital, Interactive & Mobile
Market Brazil
Agency Africa Sao Paulo
Creative Director Leandro Castilho, Sérgio Gordilho, Luiz Gonzaga, Guy Costa
Art Director Alex Alves
Copywriter Henrique Zirpoli
Producer Rodrigo Ferrari, Stella Gafo
Editor Raphael Enes, Jose Ernesto Neto, Celso Vilalba
Production Instituto de Artes Interativas
Released May 2013

Awards

One Show 2014
Interactive User Experience Design - Mobile / Utility Merit Pencil

Credits & Description

To wake up the new UOL 89FM radio station, Agencia Africa created an app that is not for the faint hearted. The 'Rock Snooze' is a free alarm app for those who like to wake up to a powerful sound.
Category: Entertainment & leisure
Media: Online
Media: Media
Client: UOL 89FM
Agency: Africa, São Paulo
Production: Instituto de Artes Interativas
Country: Brazil
Executive Creative Director: Sergio Gordilho
Creative Director: Sergio Gordilho
Creative Director: Guy Costa
Creative Director: Luiz Gonzaga
Copywriter: Henrique Zirpoli
Art Director: Alex Alves
Producer: Rodrigo Ferrari
Producer: Stella Gafo
Production company: Instituto de Artes Interativas
Editor: Jose Ernesto Neto
Editor: Raphael Enes
Editor: Celso Vilalba
Account team: Marcio Santoro
Account team: Marcelo Passos
Account team: Regina Madeira
Account team: Carlos Larotonda
Project Creative Director: Evandro Soares
Project Manager: Marcos Valeta
Media: Luiz Fernando Vieira / Paulo Ilha
Motion Design: Andre Finhana
Client Brief Or Objective
After six years off the air, Rock Radio came back and needed to awaken the rock side of Brazilians one more time. But since there wasn’t a lot of money to invest in a traditional campaign, we needed to call attention, simply, to the fact that the radio had come back in full force. So, to rescue the fans that used to listen to the radio before and bring a new public on as well, we brought togther music and technology.
Implementation
We created an alarm clock that plays harder and harder rock every time a user hits the snooze button. To make the project even stronger, we invited Brazil’s best heavy metal guitarist, Andreas Kisser from Sepultura, to compose the riffs on the alarm. The app also allows the user to wake up to their own songs that are divided by genre into three levels (light, medium, and hard), and pulled directly from a user’s iTunes library.
Execution
The app is relevant for the Radio because by spending little money, we can make it extremely clear that the station is back with full strength. In addition, whoever likes Rock is in closer contact with 89FM from the moment they wake up.
Outcome
In less than two weeks Rock Snooze reached more than 1600 downloads and more than 3,500 views on YouTube. Not mentioning the appearances in some of the main technology, music, advertising and news blogs in the world.