Last year Ivete Sangalo, the famous singer of Brazilian music, performed a great show in Maracanã (major international football stadium). We saw the possibility of sponsoring this event and launching Bradesco’s summer campaign (Bradesco is the biggest private bank in the country). With this sponsorship Ivete Sangalo composed a special song that was sung for the first time in front of 90 million people. The song, named “Complete”, tells people about the bank’s concept (Bradesco Complete). We also launched “Ivete’s Moment” as a radio campaign, a special “little programme” aired on more than 75 radio stations covering product-aimed areas.

To connect “Ivete’s Moment” with the radio stations they each recorded the opening and the ending spot with their own speaker amplifying the radio content perception. At the end, the spot invited people to visit the website where the user could download the song. The interference was so creative that even the radio stations that only play news accepted the exposure.