When ambient temperatures reached 30° centigrade, we co-ordinated with four radio stations to activate a phrase which we called "Thirst Alarm", thus causing an instant urge to drink Cristal beer. Broadcasting of the phrases was maintained on the air while temperature was equal to, or higher, than 30°.

We created a new way of airing phrases via radio, based on following-up weather conditions, or ambient temperature in this case. We found the right moment when consumers have a real need to drink Cristal Beer, that is, at that time of the day when it's hottest we managed to co-ordinate the four radio stations, with a concentrate on 45% of the audience in the target.