Sync is all about voice, and we wanted to use it as our sole means of communication. We thought radio would be the perfect medium, but we didn’t want to use traditional spots. Radio DJ’s asked the audience to call and request a song. Sync answered, gave the caller instructions on how to ask for a song, the same way it would happen inside the car, and invited him to visit an auto show to experience it live. The call was recorded and aired later (the caller asking for the song, Sync’s voice searching for it and finally the song).

With an investment of just $50,000, the radio stations received 6,130 phone calls, more than 200,000 radio listeners were exposed to the message, and 100,000-plus people went to the auto show. By using radio, thousands experienced how Sync works without even having it.