A simple print ad delivered only to 50,000 subscribers was seen online by more than a million people worldwide in just a few days. It was communicated in over 500 websites and shared thousands of times on social networks. People from all over the world asked why this radio was not available in their country, while others attempted to make their own version of the amplifier by cutting out old magazines.

Downloads of the Coca-Cola.FM app increased by more than 400%. And the $18.000 we invested in the ad turned into more than $350,000 in free media.

The media worked side-by-side with the creative department during the creative process, looking for the best medium, and the best way to find the most impacting experience that this medium could provide to consumers, by turning the entire magazine, and not simply the ad, into an object of experimentation of our product.

The ad had full integration with the radio app. Just by putting both together it was possible to have the complete experience.

Coca-Cola.FM is the music platform developed by Coca-Cola to communicate with consumers, mostly teens between the ages of 12 and 17. This consumer relates to the brand and to the radio’s programming, but the platform was still relatively unknown to them.

The idea was to integrate two different media outlets, using a magazine ad to invite the target to learn about the radio and the user experience in the platform, generating curiosity and experimentation.