ASMR has been a trend for people to relax and find peace of mind. So why not find that peace with the delicious menu at Habib's?

Habib's is one of the biggest fast-food chains in Brazil with more than 400 restaurants. And to fight the giant American chains, Habib’s uses something very common in Brazilian culture: humor.

Thus, the objective of the campaign is to bring the sense of humor of Brazilians and Habib's to the radio and increase the bond between the company and its customers. In this way, Habib’s consolidates itself as an even more Brazilian brand and brings itself closer to its consumers.

This is exclusively an audio work, made of 3 radio spots. (A Spotify playlist with ASMR “nature sounds” was also created, which is not part of this application.)

In these spots, the sound transports the listener to a calmer and more peaceful place. A yoga master helps lead the meditation with a relaxed and slow voice.

People think they are hearing tropical rain in the woods or a river rushing between rocks, but in fact, the ASMR sounds are something completely different. They're the sounds of bacon, fries, and burgers being prepared. In the end, the yoga master completes: "Feed your inner self".

Okay, ASMR can relax somebody, but how can we relax stuck in traffic? Things get worse when we realize that rush hour coincides with dinner time. If standing still in traffic is annoying enough, imagine standing still in traffic with hunger.

That's why Habib's radio spots air at exactly this moment. This media strategy paid off, positive mentions of the brand increased by 15% on social media, and sales were up by almost 10% during the campaign time. In total, the campaign reached more than 1 million people and achieved all the main goals by far, more and more Habib’s is turning into the number one Brazilian fast food brand.