We wanted to bring to the radio a concept that would explain the product concept: "See what is coming, before it comes". In order to do so, we decided to not only explain how the product works, but to show it as well. We´ve intervened on radio stations media plans, broadcasting our spot before and after other brand spots, so consumer would know what other spots would say, before they did.

The execution of each spot would change, depending on the content of the other brand´s commercial. A voice over would say:

The Ford´s Adaptative Lights is a technology that allows you to see what is coming on the road before it comes, want to know how? Let me show you: after this commercial, we are going to see another commercial that ... (and then the other brand commercial was quickly described). After that the radio station would run the other brand original commercial, followed by another Ford commercial that would have the same voice over saying: "Got it? adaptative lights by Ford. See what is coming before it comes."

The action not only brought awareness to the brand, increasing recognition on a media so full of old formats like the radio, it actually start conversations on radio stations about the advertising formats, as well as increased visits on web of 25% on the month it was running.