A web radio station spreads the Cuban feeling over the Internet. Numéro 10 "broadcasts" attractive image advertising for its customer Havana Club via the new medium. Until June 3, the best sounds from Cuba and short reports from Havana could be heard on www.un-poquito.ch.
The temporary web radio station broadcast "hot salsa sound for real Cuban spirit". Numéro 10 found a creative way to advertise its client Havana Club and its alcoholic drinks using this trendy medium. On the web radio, three music genres could be clicked on in a live stream: "Fiesta Cuba Clubbing", "Fiesta Cuba Salsa" and "Fiesta Cuba Reggaeton". The playlists have been compiled by professional radio producers, as Gilles Aeby from Numéro 10 explains. The sounds were mixed with short reports and moods from today's Cuba. The site also included recipes for mixing drinks based on Havana Club rum. As with a "real" radio station, there was of course also a competition. Several times a day, 100 francs could be won via a telephone game. A casting competition was also held to find five salsa dancers. As the videos on the radio site showed, they were intensively trained by a choreographer from Cuba. The troupe is now one of the attractions at the web radio's final fiesta on June 3 in Zurich's Kanzleiturnhalle. The campaign also includes various POS measures. In selected bars, 10,000 Cuban-nostalgic vinyl singles with an exclusive hit by Tony Martinez were "put on".
Andreas Panzeri

"Hot salsa sound for real Cuban spirit" promises the temporary web radio station www.un-poquito.ch. Numéro 10 has found a creative way to use the trendy medium to advertise its client Havana Club and its alcoholic drinks. On the web radio, three music genres can be clicked on in a live stream: "Fiesta Cuba Clubbing", "Fiesta Cuba Salsa" and "Fiesta Cuba Reggaeton". The playlists have been put together by professional radio producers, as Gilles Aeby from Numéro 10 explains. The sounds are mixed with short reports and moods from today's Cuba. As with a "real" radio station, there is of course also a competition. Several times a day, listeners can win 100 francs via a telephone game. A casting competition was also held to find five salsa dancers. As the videos on the radio site show, they are already undergoing intensive training with a choreographer from Cuba. The troupe will be one of the attractions at the web radio's final fiesta on June 3 in Zurich's Kanzleiturnhalle. More background information on the cross-media campaign from the web via 20 Minuten to POS in the next Advertising Week.
Andreas Panzeri