We didn’t use traditional radio ads. This advertising could only be activated by people’s voices. It was “voice-activated advertising” for a voice activated system. DJs of several FM radio stations asked the audience to call and request their favorite song. When the person called, Sync’s recorded voice greeted them and introduced itself. Sync also gave the caller instructions on how to ask for a song, the same way it would do inside the car. The call was recorded and later that day, it was aired. The audience would hear the caller asking for the song, Sync’s voice searching for it and finally the song. After the song, the DJ told the audience: “This was brought to you by Sync and La Mega.”

With an investment of just $50,000, the radio stations received 6,130 phone calls, and more than 200,000 radio listeners were exposed to the message. By using radio, thousands experienced how Sync works without even having it.