Facing the decrease of people going to the movies, Itau, the largest Latin American Bank and sponsor of over 56 movie theatres, saw the need of filling the rooms back again. A promo & activation campaign was crucial in this case. Through the radio we were able to generate immediate response with the listeners, who used their tickets in a couple days later, which means real fast results. The rooms that were getting idle were all filled up again in no time and Itau’s movie theatres became widely known. Also, we found a powerful way to activate the movie theatres whenever they suffer any decrease again through the year.

Using Nearbytes technology we turned mobile and radio into one powerful delivery tool. This technology makes it possible for a mobile to receive data through sound. The ad that used this technology was broadcasted by a radio station. Listeners were asked to place their smartphones containing the radio app near the stereo. By doing this, they received a movie ticket directly on their devices without the need of bluetooth, mobile signal, wifi or any other connections. The mobile became an important ally to spread lots of tickets and invite people back to the movie theatrers.

During the first ad, 100 tickets were delivered directly to people’s mobiles and the numbers keep going up. All the tickets meant to be given away in a week were gone in a single day. The radio’s great coverage was turned into a powerful delivery tool, giving this media a new meaning. The combination of Nearbytes technology and the radio proved to be highly effective and can be applied in multiple future campaigns with different goals. The client promoted it's movie theatres and got a positive response by making a stand as a brand that supports culture and arts as ways to change people’s lives. And most importantly: a lot of people changed the little screens for Itau’s big ones.