Cannes Lions
LEO BURNETT TAILOR MADE, Sao Paulo / FIAT GROUP / 2019
Overview
Entries
Credits
Background
The “Fear of Missing Out” (FoMO) is a modern-age problem that makes people checking their social networks all the time. And it's even more serious when people are driving. How could an automotive company help drivers with this problem?
Idea
Instead of asking drivers to use a message reader app and hear their posts with a boring voice, we’ve transformed their timelines into the best radio station that they have ever heard: THEIR OWN.
Using artificial intelligence, we create an app that reads the drivers’ posts in real-time and mixes with a huge database of radio personalities’ voices. The result is a radio station personalized for each driver, with everything that a radio has: vignettes, humor, emotion, comments, music, and obviously, the drivers posts. A fun way to check the timeline and drive safely.
Strategy
The data used in the campaign came from the drivers' tweets. These (timeline) tweets were collected by the app and processed through a data bank of radio hosts' voices. The app's artificial intelligence added a sound track, vignettes, commentary, and voices according to the type of radio station chosen on the app by the driver. The result was a completely personalized radio station that reads the posts of our target audience: the drivers.
Execution
The Timeline Radio app was release on Google Play on April 17, 2019 and was released to the greater public via social networks in May.
Outcome
- More than 50K radio stations generated in the first week.
- Top 10 most popular radios stations online.
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