Radio FAST 89. An interactive radio that follows for our target rhythm, reaching them through FM, internet and cell phones.Programmed by consumers through Twitter, the radio’s website and the largest Brazilian Social Networks.FAST 89 is radio with FM, internet and cell phone transmission. Through Twitter, the radio’s website and the largest Brazilian Social Networks, our target can create Playlists and reserve the transmission hour.

Communicating the concept involving a recently-launched range of nutritious beverages such as Nestlé’s FAST is neither easy nor quick. So in order to bring this story to life, only traditional communication was not enough. We needed to use conventional media in an unexpected way, while communicating everything we want to communicate for FAST: different rhythms (FAST has 3 different flavors), portability, movement and, above all, a cool, young-hearted state of mind. The agreement with São Paulo’s (our #1 city in sales) 89 FM radio station was natural, given its coverage (over 1 million young-adults) and target (same as ours).