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Promotional ideas and technique. Always radio, always positive.

Coca Cola turns an iPhone into a boom box

We’ve seen how radio can be enhanced with a bit of visualisation. Now it can sound better too.

Coca Cola FM in Brazil has turned the branded wrap of a teen magazine into a makeshift iPhone speaker port.

Roll the specially-cut magazine cover, slot in your iPhone and instantly the sound is muffled low frequencies are more apparent.

Clearly the audio on the demo is faked but the idea and execution are superb – the promotion encourages trial, tactile involvement with the radio station brand and sharing the station with friends. By choosing Carprico magazine Coca Cola FM underlines its positioning and target market of Brazilian teenage girls.

Despite its name, Coca Cola FM is a streaming online service running CHR format services for eleven South American countries. This promotion marks the first anniversary of their service in Brazil and the creative is by the JWT group of agencies in São Paulo.

In addition to the cute idea, I’m particularly interested in two things here: the growth of branded radio and the insight that fashion-concious teenagers in Brazil with iPhones still buy magazines.