We created Neutrogena’s Sea Radio Station in partnership with one of the island’s top station (100.7La-X.)

Our audience chose their favorite songs, through a specially designed microsite. The playlist was complemented with exclusive Neutrogena messages of sun protection and unique benefits of WetSkin. The music was played underwater for beach-goers to enjoy.

Radio Station DJs, promoted Neutrogena’s event on through their shows and social media platforms driving people to the beach. During the event, the station’s DJ motivated beach-goers to have fun under water, enjoying the playlist and engaging with our message while brand promoters sampled the product outside.

During the day of the event we surpassed the regular attendance to the Escambrón Beach by 60%.

Our message reached more than 500 people over a four hours period, receiving protection messages and testing the effectiveness of the Neutrogena's WetSkin product on wet skin.

Additional 864,000 gross impressions were achieved thru the air, considering pick up live mentions from the beach and the protection and brand messages that ran throughout the day.

The video was uploaded post-event to the brand's social platforms and the radio station's but it's too early to measure the results on digital platforms.