(ECD) Gustavo Victorino, (CD) Samuel Normando, (ACD) José Pedro Bortolini, (CW) Igor Carneiro, (AD) Beto Themudo
C&C "PaintFM"
C&C, one of the leading home improvement stores in Brazil, wanted to find a low budget and wide reach channel to publicize its variety of paint colours and supplies. Advertising on the radio was the perfect way to achieve this. But there was only one detail: how to sell paint without showing the colours? Ok. Radio can’t show colours, but music can. In fact, there are several of great songs that mention colours in their titles and lyrics. So every time you listen to one of them, you will think of the colour. We took advantage of this to impact listeners during the ad breaks with spots in the same musical genre. The songs placed the colours into the listeners' minds and immediately after personalised paint offers followed with colours matching the colours suggested in each song.