Both in the region and in the country there was no history of brands that develop their own streaming radio.

The brands just used to participate as sponsors of artists, involved in TV and radio programs but not in the content itself. The exception were the branded festivals.

The project was developed through the implementation of a new media law.

CC.FM was created with the idea of having a channel in which the phone line is never busy, that’s why communication functions viaTwitter.

CC.FM is NOT :

•'Another' online radio • A music streaming platform only • A commercial space for Coca-Cola • An on-demand music platform.

Our goal was to develop Coca-Cola’s interactive digital radio, aiming to empower the brand’s communication channels. Through the conception of a product that aims specifically to a target audience composed mainly of teenagers, the objective of reinforcing the brand’s leader status and strengthening the audience engagement.

Our intention was also to enhance the different activations that the brand itself develops in music, sports and other activities trough the interaction with these teens through an original branded communication channel, such as CC.FM.

We wanted to create a channel in which the phone line’s never busy, that’s why communication functions via Twitter.

The brand is strongly related to the teen target and the idea was to transform that engagement into an audience.

In order to promote the radio, we based our strategy on a graphic and online campaign that was spread through relevant media, a launching party with an important press coverage and the presence of celebrities.

We also embedded CC.FM in many sites that are compatible with the target.

Today, more than ever before, teens invest a lot of their time consuming and generating internet content. What better way than to bring them the radio Project through one of the most relevant passion points, music, to where they are, becoming a space where they are understood.

CC.FM is the first interactive digital radio which empowers teens to customize what they hear and share what they like, giving users the tools to have real-time interaction with our premium contents and top anchors. It goes beyond a traditional Internet Radio Station and turns into a real experience for the audience.

RESULTS:

The number of the brand’s Twitter followers increased from 49,000 up to 230,000 (which is the actual number).

We became trending topic 55 times

Indicators reached historical records since the launching, some of them:

-Brand Love: + 11 pts

Identifying with the target: : +8.7pts

Brand preference: +11.6

Innovative Brand on the internet: +10.3

Connections: 13,926,784

New Absolute Listeners: 7,894,110

Returning Connections: 1,461,629