Watch demo video: JWT website

The goal of putting an advertisement in a magazine is to make money, not lose it. With that said, marketing a product or service doesn’t always require a mega budget (relatively speaking, of course). Sometimes all you need is a little creativity and capitalising on growing trends. In this instance, we see how analog and digital realms can come together to create something beautiful. Thanks to international advertising agency, J. Walter Thompson Brazil (JWT), the Coca-Cola App was launched using the famous teen magazine, Capricho.

Coca-Cola FM is an online entertainment platform that targets Latin American consumers with relevant music, video, live events, conversations, and social media-powered content. It was launched back in 2009 and is now available in 13 countries, providing “a 24/7 platform for teens to listen – and to be listened to”. Its problem — promoting its App.

Teens listening music

Teens listening music

According to a new eMarketer report, there will be 4.55 billion mobile users and 1.75 billion smartphone users worldwide this year. With smartphone ownership showing no end in sight and with the release of Apple’s iPhone 6 and 6 Plus, traditional outlets who built their business in print are always looking for ideas to stay relevant. In an age where many companies are moving towards going paperless, some countries are yet to get there.

Attached to the cover, the art allows readers to turn the magazine into an amplifier

Attached to the cover, the art allows readers to turn the magazine into an amplifier

So here’s what you had to do: 1. Roll up the magazine. 2. Pick up your smartphone. 3. Turn on the App. 4. Put your phone in the spot (cut-out). 5. Enjoy the MUSIC! How simple was that (even with the basic physics behind it)!!

Even simpler, the amplifier was a hit and has been seen by over a million people online not to mention featured on a myriad of blogs, websites and social media platforms like Facebook, YouTube, Twitter, thus increasing the Coca-Cola.FM App download by a whopping 400%! All it took was an investment of US$18,000 that translated into US$320,000 of FREE media. I’d tag this a success!!

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