To engage younger audiences, the multi-c-brina promotional radio campaign gave away romantic getaways, sushi diners or football tickets to those who could memorize and enter websites with really really long and complex URLs.
People felt the urge to improve their memory and the brand won appreciation among the youth segment by revitalizing their longstanding brand concept, ”Having a good memory has its benefits.”
Accolades
- Short List, Radio for Nature´s garden, Multicebrina.. — Cannes Lions International Festival of Creativity, 2012
- Silver, Radio for Nature´s garden, Multicebrina. — Festival Iberoamericano de Publicidad (FIAP), 2012
- Bronze, Radio for Nature´s garden, Multicebrina.. — El Sol. Festival El Ojo de Iberoamérica, 2012