Our documentaries are interesting on their own. We dont have to make them more interesting with either visual or sound effects. The radio ad reflects this.

Considering that Natura TV had a special documentary on tornadoes and their devastating effects scheduled on a specific Monday, we built a billboard with the image of a cut-out cow as if it had hit the front part of our ad and gone out through the other side. In other words, one more creature that our fussy tornado decided to lift off the floor.

In the week prior to the emission of the documentary, the billboard was seen by an average 150,000 cars (official data from the transit dept.) We gained 35% more audience than previous similar documentaries on the day it was projected. We doubled our share and caught the attention of viewers that were previously loyal to other digital channels.