SulAmérica, one of the largest insurance companies in Brazil, had a solid tradition in life and health insurance products, but little or no awareness in car insurance. Particularly in São Paulo, the largest city in Brazil with the largest car fleet. But São Paulo also had a problem: traffic. São Paulo drivers live in daily chaos, increased by insufficient public transport. To solve SulAmérica’s problem the agency did not recommend a classic advertising campaign. They needed the creation of a vehicle for communication: a radio station to provide drivers with 24-hour reliable traffic information.

On March 19th 2007, Rádio SulAmérica Trânsito 92.1 was launched with 300 billboards in São Paulo. It could be seen on newspaper covers, in magazines and TV commercials, and was largely commented on by other local radio stations.