This was the context. Parque de la Costa is an amusement park, a place where everyone went there to have fun, but the entire communication they were doing at the moment was nothing funny at all. Our objective was to get back the excitement and emotion from their regular communication. Almost their entire budget went to radio and Instagram ads. So we focus first on radio to create an experience more than a simple ad.

How can we traduce the feeling of a roller coaster and put it inside the radio ad? With the help of a brave Voice talent called “Eduardo” we record him inside the roller coaster called “El Desafio”. He read the script at 80 km/h speed. The sound of his voice experiences the pressure and gravity on his body in every twist and upside downs. The innovation was to explore a new technique, something different rather than going to a regular studio. We had a lot of fun. The same fun that happens when you ride in any roller coaster at the amusement park “Parque de la Costa”.

The insight was that people of today consume real media content. On Tik Tok, instagram, etc…

And that's where our strategy golden rule appears: Our content has to provoke emotions because we are an amusement park full of them. From a simple laugh to the adrenaline of a roller coaster. To do that for real we had to create an experience for real. Nothing fake. No Artificial Intelligence. No special effects. We had to show real content. We figure out that our strong communication has to be inside our attractions. Most of the media budget and placements were on radio ads. So we turn things around and transform it into audio experience content.

The craft was entirely the Voice Talent Eduardo Ferrari. He was the hearth of the execution. He said “yes!” to read and record our radio script twisting inside the roller coaster. It was not easy to find him. Our producer Valeria Pinto went crazy. First we search for non-traditional Voice Characters. The ones that doesn't do only the classic record studio. We found seven professionals. All of them said no. Some of them tell us that it was not possible, others that they were afraid, etc..and then Eduardo appears with the guts to do it. After that we found a sound operator crazier than him to be part of the adventure. We recorded only 3 takes because that´s the regular limit that someone can resist the pressure and speed of a roller coaster. The first one was the best and the one you listen to.

The impact was a breakthrough on Parque de la Costa marketing communication. We transform a classic way of advertising into an experience. Because that´s the DNA of the brand. The media budget was pretty low and the sales went up.During november and december sales go up 15% in Argentina, a country with economic crisis. With this idea we demonstrate that “Parque de la Costa” is a place of experience that wants people to feel crazy excitement. Recording our radio ad up there in the middle of the roller coaster is the first example.