As a form of brand approximation to this consumer and,above all, to inform him of the possibility of creating a nearby DDD, the Radio medium was used in a practical and irreverent manner. We used credibility of the more popular announcers in more than 160 provincial radio stations around the country. We made the radio stations talk among themselves. Example: the radio announcer from a city calls live to the announcer at another radio in another city.

The action succeeded. In just 15 days of the campaign we could already celebrate a high traffic growth and increase of share for the brand. Since the time of the campaign to this day, the competition always uses the motto we have researched in all of their campaigns. After this action, the radio medium turned its priority in all of its campaigns.