The young audience (target for the radio) normally listens to loud music, sharing with friends. However, we noticed that the sound volume of a smart phone is very low, so we devised a way to improve user experience with the app. For this, we created a print ad which, with few basic instructions, would turn the magazine into an amplifier for their cell phone. A print ad that fully integrated with the app, and improved consumer experience in listening to the radio.

The media worked side-by-side with the creative department during the creative process, looking for the best medium, and the best way to find the most impacting experience that this medium could provide to consumers, by turning the entire magazine, and not simply the ad, into an object of experimentation of our product.

The ad had full integration with the radio app. Just by putting both together it was possible to have the complete experience.

A simple print ad delivered to only 50,000 subscribers was seen online by more than a million people worldwide in just a few days. It was communicated in over 500 websites and shared thousands of times on social networks. People from all over the world asked why this radio was not available in their country, while others attempted to make their own version of the amplifier by cutting out old magazines.

Downloads of the Coca-Cola.FM app increased by more than 400%. And the $18,000 we invested in the ad turned into more than $350,000 in free media.