The creative was developed by Rádio Comercial’s team. The media plan, meanwhile, was created in partnership with Nova Expressão.
Rádio Comercial has invested in a new outdoor communication campaign in Porto, inspired by expressions, references and details that are part of the DNA of the Invicta city. The creative was developed internally.
Spread across MUPIs, digital screens, the metro and large-format outdoor, the campaign plays with place names, accents and typically Porto expressions. The creatives can already be seen in several locations across the city, with phrases 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?”.
“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,” says Rita Sobral, vice-president of revenue growth at Bauer Media Portugal.
The campaign will be on air for 14 days, through a media plan developed in partnership with Nova Expressão.
