Advertiser: 91 ROCK
Agency: JWT BRAZIL
Category: Tablets and Other Devices
Creatives: Annelize Ortega E Guilherme Claudino (JWT)
Creatives: Gisah Ramos (JWT)
Creative Director: Gustavo Costi (JWT)
Creatives: Àile Carvalho (JWT)
Cco: Ricardo John (JWT)
Production Company: Casa (Casa)
Producer: Felipe Gomide (Casa)
Creative Director: Ricardo Marques (JWT)
Creative Director: Rodolfo Amaral (JWT)
Creatives: Thiago Ferreira (JWT)
Account Team: Valéria Lopes E Marianah Mikosz (JWT)
Outcome
Since the application was released at Apple Store and disclosed on the social networks and on the website of 91 Rock, accesses to the online radio have been significantly increasing. We changed habits of the people at the time of waking up to remember that, now, 91 Rock Radio is present on the web, in smartphones, tablets and social networks. Thus, we end up by connecting our client to his consumer ever since the first time of the day.
Client Brief Or Objective
91 Rock is one of the main rock radio stations in Brazil. In 2011, it was taken off the air to become an online radio. The customer was searching for solutions for its new problem: remembering its listeners that 91 Rock is not over, it only migrated to the web. And the customers wanted to do it with a simple and involving idea.Taking into account that people are always connected and they want to optimize their time, we created an App that helps them organizing their routine in a funny way: an alarm clock that plays rock.
Relevancy
The idea was able to change the habits of people at the time of waking up and remember them that, now, 91 Rock is present on the web, in smartphones, tablets and social networks, i.e., the whole time with you. Thus, we were able to unite our customer with its consumer since the first second of the morning and, also, keep them connected to the online radio throughout the day.
Implementation
Actually, 91 Rock Clock is much more than just an alarm clock. It rocks your day since the first second of it. We choose the time and the days for the alarm to ring. The App plays different playlists with songs from 91 Rock. They always start with a soft rock songs and, in every snooze, the songs get heavier. By turning the alarm clock off, the last song that played may be shared in the social networks.