The Crypto Frequency campaign is relevant to the Data category because despite being a traditional radio campaign, the creative is data-driven. More precisely, it takes the evolution of the price of three of the main cryptocurrencies over a period of five days, to convert the graphs into tonal variations, which were then interpreted by a tenor singer.

Cryptocurrencies rise and fall constantly. Investing in them can seem frustratingly tricky, or an adrenalin ride or remarkably lucrative. Most people in Latin America don't know how it works but, at the same time, they are hearing about cryptocurrency more and more.

SeSocio.com is one of the most important Latin American finance platforms, specialized in cryptocurrency. Part of Sesocio’s mission is recalibrating how people invest in Latin America, where it is necessary financial education to dig into crypto investments.

It offers all types of investors the opportunity to participate in investment alternatives in the crypto world that would otherwise be very difficult to access.

Through this campaign, Sesocio were seeking to convey that investments are not only for people with ties, it seeked to democratize and bring them closer to shirts and jeans.

They needed a campaign to indicate that the best time to buy and sell people can

The campaign is made up of three radio spots. It mimics, through the voice of a tenor, the evolution of three of the best-known cryptocurrencies, such as Bitcoin, Ethereum and Dogecoin, taking a real source and five real days of crypto currency evolution.

The spots help people to realize, and be aware of how much the currencies vary in such a short time and to indicate the best time to buy and sell in SeSocio.com.

Their humor also makes the company accessible.

The strength of the idea lies in the innovative use of such a traditional medium as radio through the use of data, in a completely disruptive execution. We were able to translate financial information into a language that could be understood by anyone. A simple idea that contributes to financial education and also stands out with humor, from the radio evening.

To carry out the execution, we studied the evolution of the Bitcoin, Dogecoin and Ethereum price during a one-week period (August 5 to 10, 2021) using as a source charts published by Tradingview.com, one of the most prestigious sources of online financial information.

In the process of selecting the financial information we were going to use for the campaign, it was decisive to select a week in which the financial fluctuations of the selected cryptocurrencies would have been significant in order to really noticeable variations to translate into sound.

With the three graphs of the evolution of the Dogecoin, Bitcoin and Ethereum prices, a sound engineer analyzed the best way to represent these graphs sonically and transformed them into tonal variations. After testing several types of performances and interpreters, he came to the conclusion that only the voice of a tenor was capable of interpreting such accentuated tonal variations, that is, that it could reach the range of notes that the cryptocurrency graphs required.

The graphics were transformed into scores performed by the Argentine tenor Matías Leanza Montes, who recorded the radios for SeSocio.com.

At the same time that we paused the radios, a videocontent was viralized where we told what was behind the interpretation of our tenor. The content was very well received in social media and in the community interested in investing in cryptos.

In the month in which the campaign was aired, Sesocio.com increased the number of visits to the site by XX%. At the same time, investment in cryptos through the site grew by XX% and the campaign achieved great PR.