We wanted to bring to the radio a concept that would explain the product concept: "See what is coming, before it comes". In order to do so, we decided to not only explain how the product works, but to show it as well. We´ve intervened on radio stations media plans, broadcasting our spot before and after other brand spots, so consumer would know what other spots would say, before they did.

The execution of each spot would change, depending on the content of the other brand´s commercial. A voice over would say:

The Ford´s Adaptative Lights is a technology that allows you to see what is coming on the road before it comes, want to know how? Let me show you: after this commercial, we are going to see another commercial that ... (and then the other brand commercial was quickly described). After that the radio station would run the other brand original commercial, followed by another Ford commercial that would have the same voice over saying: "Got it? Adaptative lights by Ford. See what is coming before it comes."

The action not only brought awareness to the brand, increasing recognition on a media so full of old formats like the radio, it actually start conversations on radio stations about the advertising formats, as well as increased visits on web on 25% in the month it was running.

Because media placement and cobranding were at the heart of this creative idea, generating an innovative way of selling a product benefit to the consumer on an audio platform.

Trying to reach our target, we needed to build a relationship with other brands and radio stations to be capable of delivering this idea. We have contacted many brands that would collaborate with a better advertising, promising back a little PR on the radios. After a few weeks, we got the biggest mil brand in Spain on board, along with the national lottery and one of the most recognizable radios stations.

After we got those brands on board, we needed to find the right plan where their spots and ours would make sense, and place them strategically on the right moment.

One of the newest technologies on the new Ford Mondeo is the adaptative lights. It allows you to see what is coming on the road,like a curve or an animal, much sooner, giving the driver a safer feeling of knowing what is going to happen.

Our objective was to make consumer understand how good a technology like this can be.