Small parking accidents cause a lot of trouble to Insurance companies. Parking sensors help, but in Brazil few cars have them. So we created a special radio project: When a driver approached a parking space, he’d see a sign telling him to tune into a specific dial. As the car moved, proximity sensors installed in the parking space would trigger a short-range fm transmitter to start sending beeps through the radio to guide that driver. When the car stopped, an ending message would be played saying that they could always count on FMA Brasil Insurance to care for his car.

With the idea ready to be implemented, we established a commercial partnership with shopping malls. We used specific areas of their parking lots where the most variety of our target could be found: general public, priority spaces (senior, handicapped, expectant mothers) and VIP parking areas. By integrating the indoor parking media (signs, floor stickers, walls) for visibility and the radio spot for delivering the message, we were able to have a unique impact with the first radio ad that manages to actually protect your car.

Thousands of people impacted during the campaign with a goodwill message/service from FMA Brasil Insurance. Increase of 37% on new visitors to the company’s website. Two major shopping mall groups are now implementing Parking Radio by FMA as a permanent service in their parking lots.