The marketing challenge and brand insight Skol is the brand preferred by young people in Brazil (41pp brand preference 18-24) and our dream is to transcend the role of a beer brand and become a lifestyle brand on our way to Brand intimacy.
Music connection The brand ´s experience platform and is recognized by its top of the line events that involves music and party. Music is a tool our target expresses it self with. It is very relevant on their routine and has proven to be a positive stimulus when trying to connect with them
We needed to step ahead in novelty, fun and brand experience in our digital platform. The idea was to take advantage of all the positive impacts music has on young adults of various habits and lifestyles and use that to bring young adults closer to Skol.
Consumer insight According to F/Radar research tool, 84% of Brazilian adults between 18 and 24 in 2010, accessed internet in regular bases (at least 2 times a week). Most of those users upload content to interact with friends and one of their top searches is for music & music videos. While the average online user logged for 30 minutes per session, people that searched for music navigated for longer periods of time.
So… The next step was to find the most efficient ways to connect the brand’s musical experience with our targets preference, so we searched for their favorite kinds of music that would represent our universe as well.
So… Given these premises a four-channel radio was developed to enhance the contact between Skol and their consumers. The main strategy was to take advantage of Skol’s identity in events to engage different types of people. Three of the channels were inspired on Skol events.
Distribution The other channel has exclusive content that includes the top hits of music and humor programs. People can participate in the shows by sending questions and share their favorite songs through e-mail and social networks like Twitter, Facebook and MSN messenger.
The mobile application works with the iPhone and Symbian plataforms. Once they were established, Skol thought it would be interesting to use them to co create and curate our radio.
Delivery We launch the first online radio for the young adult reinforcing innovation, brand´s personality, values and we open a channel for consumers interaction on our own brand site.
A true lovemark…with results Since Skol Radio was launched it has been innovating to promote interaction and new ways of engaging their consumers, reinforcing the concept of a lovemark.
Mobile success Another interesting result was the large numbers of downloads on mobile devices. Including the numbers from both the apple and Symbian platforms, there were over 82,000 downloads, becoming the 5 th most downloaded app in April 2010.
Prizes Radio Skol just won the Screen Award for Best Live Mobile Digital Activation of the Year in Music Category in one of the most important events in telecom, IT and communication in Brazil, Tela Viva