On one end, Rock Radio 89FM is celebrating its 30th Anniversary in 2015. Even though their budget was very limited, they were looking to do something epic to highlight this date. On the other end, one of the most legendary rock stars of all time, Malcolm Young, has recently been forced to retire from Rock because of a terrible disease. We saw this as the perfect theme for our campaign, paying a beautiful homage to our idol while also engaging every rock fan in Brazil and worldwide around our tribute and our brand.

We are a rock radio station, we live for music, and we made a video that was an homage to one of the greatest rock stars ever who’s forgetting his own music. Our listeners and followers are all passionate about rock and huge fans of AC/DC and Malcolm. The idea was to post the video, ask people to share it with their friends and fan clubs with the hashtag #unforgettableriffs and try to make it reach Malcolm and/or his family across the globe. We thought it’d take a few days for that to happen but a little over 11 hours after we posted the video, a post by his son Ross Malcolm Young popped up on facebook with our video, reaching our goal and being celebrated by the hundreds of thousands of people who were already engaged in the campaign.

- In a few hours, rock lovers from all parts of the world made it 89FM's most shared post ever.

- In less than 6 days, we reached more than 72 million people in over 153 countries.

- Only 11 hours after our post, the video reached Malcolm’s family being shared by his son Ross Malcolm Young.