At Loop ID we really believe in the power of radio.
In Brazil this centenary device is present in 88%
of households while 77% of brazilians reported
listening to radio at least once a week. But today
radio is also suffering from the lack of attention
and interest from the audience to its ads, just like
TV, magazines and newspapers. In this context,
bringing brand content and native advertising
strategies to radio is fundamental for keeping
brands and advertisers interest in the medium.
Together with advertising agency Competence
Loop ID created the 2015 Summer Collection for
Paquetá based on these concepts. We recruited
Antonio Villeroy, a well known brazilian composer,
to produced a song that would be the campaign's
theme. While on TV the song appeared in its 30''
version, on radio the song was inserted in its full
version as part of the programming and not just
as a jingle on the commercial breaks. As a result
radio listeners started requesting the song
generating more than R$300.000 in earned media.