C&C, one of the leading home centers in Brazil, needed to find a low budget and wide reach channel to publicize its large variety of paint colors and supplies. Advertising on the radio was an excellent way to achieve this.
There was only one detail: how to sell paint without showing the colors?
Radio can’t display colors, but music, on the other hand, can. There are thousands of great hits that mention colors in their title and lyrics. So, every time you listen to one of them, it’s impossible not to think of that you color. So, we took advantage of this to impact listeners during the ad breaks between songs with spots in the same musical genre. The songs placed the colors into the listeners’ mind. We followed those up with personalized paint offers for colors matching those suggested in each song.