Rádio Comercial’s new campaign in Porto aims, above all, to be a declaration of love for the city and its distinctive sense of humour. With creative work developed internally, the brand decided to take over MUPIs, digital screens, the metro and large-format outdoor with phrases that only make sense to those who truly know Porto. The media plan was developed in partnership with Nova Expressão.

The campaign spreads across the city with wordplay that transforms places, pronunciations and expressions into visual punchlines such as “a gente VCI”, “acabou a água? Bessa Leite”, “esta é uma Campanhã da Rádio Comercial”, “a ouvir a Comercial? está Bonjóia!” or “quem tem os melhores Avintes?”. It is an exercise in proximity that seeks to strengthen the brand’s presence in the region and create a direct dialogue with the people of Porto.  

According to Rita Sobral, VP of Revenue Growth, this approach stems from the belief that, in a market where all brands compete for attention, relevance is built through cultural proximity and emotional connection.

“At a time when more and more brands are competing for consumers’ attention, we believe that relevance is built through cultural proximity and emotional connection with people. Porto is a city with a very distinct identity, where authenticity in communication makes all the difference, and this campaign was born precisely from that desire to create an even closer relationship with listeners through local references, humour and expressions that are part of the city’s everyday life. This approach may, in the future, inspire other regional campaigns by the brand,” she says.