In Colombia, worldwide music moves hearts, feelings and emotions. It’s truly a universal language and Colombians are lovers of singing and dancing, not said in vain as it is Shakira's country. That's why among all forms of entertainment, we’ve found that music is one of the most powerful tools to ensure the brand and consumers have fun together. Music travels through different media and our country has no restrictions, so this was the perfect vehicle for reaching the target in a strong and different way through the most consumed media: internet, radio and TV.

We took a musical rhythm that generates madness in Colombia, Tropical Pop, and the most admired artist by Colombian women and we proposed he sing about what moves most girls: love. He sang about love across time, when true love doesn’t change and stays the same no matter time, and the weather. With this, Colombian girls fall in love to the song, not knowing the brand. Once the song was linked to the digital activities of Sedal Clima Resist, the association was immediate and the message was clear. ‘The wind will take the punishment away, but Sedal Clima Resist will stay strong as love stays always with you, making you feel beautiful’.

We made history! We broke through the boundaries of the advertising industry, permeating into the popular culture and Sebastian won a Shock award, the Colombian version of the Grammys, the most important music award in Colombia.The radio stations in Colombia still play the song countless times without having to pay a single cent. Usually for the radio, brands pay a spot of 30”, this time we had a 3-minute song that was costless for us, gaining US$1m in earned media value.

‘Aprenderé’ plays daily on the radio stations of 9 countries in Latin America. Today the video is still a hit on MTV and HTV, the most important music channels in these 9 countries.We increased sales by 83% in the growth trade, achieving the highest possible test of the product. We built awareness increasing by the brand’s webpage visits 168% and Sedal’s fans increased by 182% on Facebook with more than 5,000 downloads of the song on Sedal’s website.