Cannes Lions

Play Rock'n'Roll

ALMAPBBDO, Sao Paulo / KISS FM / 2019

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Overview

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Credits

Overview

Background

Rock classics never change. But Brazil’s biggest rock’n’roll radio station does.

KISS FM was to change its dial from the 102.1 to 92.5. Since we couldn’t use the new station to promote the shift because nobody knew it was there, we had to find a way to communicate this change with low budget and high impact.

Idea

More than a campaign, we developed a product: PLAY ROCK N ROLL. Legendary board games created from the most popular bands we play on Kiss FM. We developed 4 boards game, each one was an homage to a rock icon: The Beatles, Rolling Stones, Led Zeppelin and The Who. The boards were meticulously crafted with easter eggs, referencing dozens of the group’s songs. The games also included customized pieces and dices for each band. And to win, you’d have to get past all the facts and challenges along the way.

Strategy

The games were used in 4 different impactful way. A luxury version was sent to influencers and a few “fortunate sons.” to be shared on social media. A collectible series of detachable posters took over instrument stores, record shops, magazines and newspapers. And finally, the games became a part of Kiss FM’s programming, where guest influencers played matches against our hosts, using the boards to talk about the bands and play their classics.

Execution

In order to achieve the biggest wave of talkability possible, we planned to run all the different format of the campaign at the same time. While influencers and music journalist got the luxury version of the game (and share it online), the detachable posters became rock collector’s memorabilia. At the same time, the radio distributed the posters as gift for listeners who answered the quiz questions about the bands during the radio shows, where guest influencers played matches against our hosts, using the boards to talk about the bands and play their classics.

Outcome

The PLAY ROCK N ROLL games were a big success among rock fans. Not only the new Kiss FM dial retained all its listener, but they also saw an increase of 22% of their audience, since the campaign ran.

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