The campaign materials 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?’
Rádio Comercial is launching an outdoor communication campaign in Porto, with creativity developed internally and inspired by Porto expressions, references and details. It is present on MUPIs, digital screens, the metro and large-format outdoor. The campaign runs for 14 days, through a media plan developed in partnership with Nova Expressão.
“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,” explains Rita Sobral, vice-president of revenue growth at Rádio Comercial.
“Porto has a very distinct identity, where authenticity makes all the difference, and this campaign was born from that desire to create a closer relationship with listeners through local references, humour and expressions that are part of the city’s everyday life,” adds the vice-president of revenue growth, noting that “this approach may, in the future, inspire other regional campaigns by the brand”.
The campaign materials 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?’.
