The challenge was to reach Millennials Young (18-24) and Old (25-35). Why? Because they are the most exposed to advertising and the ones that less tolerate it. 

Millennials are the "Kings of Commuting" and unlock their smartphones about 110 times a day. They are always on the move.

We realised that every time our Target listens to the Radio, their Smartphone is nearby. We decided to innovate by taking Radio to the next level... And there´s an App for that: Shazam!

A Mobile First experience using available Technology, would transform a Traditional Media touch-point to create an impressive and memorable way to show a product. Creating the FIRST VISUAL RADIO IN THE REGION, Millennials would be able to see and interact with the New pack. We would get their eyeballs back!

So, the 5" Teaser would air. Then, a random Radio Spot would air, to give them time to grab their Smartphones and open the App. Finally, the first VISUAL RADIO SPOT in the Region would air. The New Axe pack would be placed in their hands even before they actually discover it in the Point of Sale.

We put an inaudible trace into our spot so it could be "Shazamed", the same way TV tagging works. Shazam technology redirected the user to a 360 video where the New Axe pack would be introduced using the visual aesthetics of a luxury car being unveiled. The New Axe pack appeared taking over the evasive Millennials screens.

The Radio spot reached more than the 70% of our target during the campaign.

We redefined old same Traditional Radio and used it like never before.

The spot performed 4X times better than Shazam TV Benchmark.

The radio spot brought more TAGS than many Shazam TV Campaigns and check this out… Radio TAGS cost 97% less than TV TAGS!

The users spent in average 3:18 minutes engaged by the 360 video. The New Axe pack took over their screens!

The landing contributed to add a significant amount of views to the Campaign Videos. 

Among all the visits, 17% of them completed the form to win incredible prices, which is a great performance compared to other formats.

We achieved our goal: thousands of Millennials met the New pack, through innovation on Radio combined with the use of Mobile.