A radio spot was created to advertise the “Sand Party” event using the JB jingle. No explicit mention was made of the JB brand. The spot aired all day, which got around the legal restrictions on alcohol advertising, and forged a strong link for young adult listeners between the music, the JB brand and the event.

In addition to reaching a local market record for attendance for these kind of events, with 15.000 young adults “beating their hearts” with JB–normally, successful events score 10.000 attendees-JB managed to substitute TV by Radio, exceeding communication goals, and making a campaign cost saving (without production) of 80%.