We explored one of oldest and most important news programs on the radio, Jovem Pan Network’s “Jornal da Manhã”. The city of São Paulo has learned to hear the time announced minute by minute, with the famous and notorious “repeat” that one announcer says to the other every time they tell the time in the morning. This expression has become a trademark of the station.Therefore, between January 5 and 16, every time the announcers played the program vignette and told the time (as usual), they’d add the number of days, hours and minutes left till the launching of the New Honda Civic.Inserting the countdown in the famous expression of the morning radio and mentions of the brand through RDS, live and on a nation-wide broadcast, impressed the listeners and, as desired, generated expectation to the launching of the car, on January 17.

In total, there were more than 300 insertions mixing teaser and launching spots, in a period of 15 days. Despite all the difficulties faced by the launching, caused by the strong presence of the competitors and a terrible period for the campaign, the New Honda Civic exceeded its sales expectations.We had an average growth of 24% in sales compared to the 2011 average.