The Brand: SBSR. FM, a radio station sponsored by Super Bock, a Portuguese beer brand.

The Campaign: Awareness Campaign for the Radio Station, after a soft launch half year before.

Brand Challenge: SBSR is a 5 months old radio station, competing with established radio stations that have been with the Portuguese listeners for years and decades. It's main issue is the fact people still aren't aware of its contents and music styles, which lead to lower levels of audiences than the ones expected.

Strategic Approach: SBSR.FM is a radio station linked with a beer brand, but also with the music festival Super Bock Super Rock (sponsored by Super Bock as well). Being a quite new player in the category, it required a straight forward positioning which could allow it to connect with the Portuguese listeners. The strategic solution was the convergence between Artists and Listeners: enhancing the quality of the rock and alternative music broadcasted in the radio station, while leveraging the knowledge and music expertise of the consumers.

What do Artists and Listeners have in common? They speak the same language.

If you understand the language, you'll want to hear it.

Creative Concept: Music speaks for us.

The Creative team has chosen 3 of the trendiest Portuguese artists to establish the music quality of the radio station and asked them:

"What makes people hear SBSR.FM?"

Their answer? Music. Only understandable for those who appreciate it.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Creative Director: Carlos Luz
Account Manager: Tita Martins
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves