Radio Finger is a campaign that fits the Promo & Activation category because its goal is the activation of Itaipava’s sponsorship of the São Paulo State Soccer Championship. We developed a specific product to promote the event and distributed it through a promotion with listeners of several radio stations. Consequently, we came to be the most recalled brand among all the championship sponsors.

Radio Finger is a different and memorable Promo & Activation idea that drew a lot of attention from a target audience who is only concerned about the teams and pays no attention to the sponsors

Radio Finger is a fake silicone finger with a micro built­in speaker in the tip, connected via Bluetooth to the mobile phone. Users only have to wear them on their finger, open the Radio Finger App, choose the radio station that broadcasts the game and act as if they are thinking or paying attention. The Radio Finger App gathers all the digital radio stations that broadcast the championship games. This way, we could make the broadcasting of all the games available for a very low cost, with no need to build a huge coverage structure for each game.Five hundred Radio Fingers were distributed among the most fanatic listeners through a quiz on Bandeirantes FM and 105 FM radio stations.

After the activity, Itaipava has become the most recalled brand among all the sponsors of the São Paulo State Soccer Championship. That’s how, for the first time, we managed o relate the brand to Brazil’s most-beloved sport.

The radio stations received more that 7,000 phone calls from listeners who desired an Itaipava’s Radio Finger. More than 300 hours of content were accounted for among all the stations.