)( Overview )
Understanding that music is key to connecting with young audiences, Cabify linked its mobility service with urban culture through Spotify playlists curated by artists like Trueno, María Becerra, and Paulo Londra. This way, every ride could turn into an immersive experience: hopping into a Cabify, hearing that song you love, relaxing as you watch the city go by, and even sharing the moment on social media.
( Capabilities )
Strategy & creativity
Design
(01)
(12)
Challenge
To connect emotionally with young audiences—an important yet hard-to-reach audience for Cabify—and make them see the brand as approachable, so price would no longer be the deciding factor. All while recognizing that music is a true passion for this generation, and that urban music is the fastest-growing and most popular genre.
Our approach
The campaign launched a series of Spotify playlists curated by artists like Trueno, Paulo Londra, and María Becerra, featuring the songs they personally recommended for Cabify rides.
To amplify the experience, we created spots that shared each artist’s story and invited people to discover their playlists. The entire campaign used a fresh, stylish, and versatile visual resource: animation.
With a presence across digital, radio, and out-of-home media, the campaign delivered consistency and reach at every touchpoint.
Impact
We managed to connect with young audiences and invite them to “let themselves be carried away,” helping the brand reach its goals on every level. By the end of 2023:
- +7 pp in usage among 18–25 year-olds, reaching 70%
- Increased brand attributes in the youth segment:
-“It’s a brand I like” +10 pp
-“It’s an original, creative brand” +13 pp
-“It’s a fun, upbeat brand” +15 pp
The playlists were a real success:
- +10,814,119 ad impressions
- +246K stream plays
- +700K minutes listened
- 20 min average daily listening time per user of Cabify-generated content
Work Library
)
Through an integrated PR and digital strategy, we’ve been building On’s connection with the Brazilian audience—reinforcing its performance roots while expanding into fashion and lifestyle culture.
In 2024, On showed up at major events, partnered with influential voices, and dressed prominent figures alongside top fashion brands. This multidimensional approach elevated product awareness and positioned On as a desirable brand across diverse communities—from runners to trendsetters.
With a fully organic strategy, we broadened the conversation beyond sport. Through curated press kits, strategic interviews, fashion features, activations, and relationship-building moments, we delivered meaningful impact in under a year—without relying on paid media.
Through an integrated PR and digital strategy, we’ve been building On’s connection with the Brazilian audience—reinforcing its performance roots while expanding into fashion and lifestyle culture.
In 2024, On showed up at major events, partnered with influential voices, and dressed prominent figures alongside top fashion brands. This multidimensional approach elevated product awareness and positioned On as a desirable brand across diverse communities—from runners to trendsetters.
With a fully organic strategy, we broadened the conversation beyond sport. Through curated press kits, strategic interviews, fashion features, activations, and relationship-building moments, we delivered meaningful impact in under a year—without relying on paid media.
Told by
( Brazil )
After stops in cities like Miami, Toronto, and Mexico City, On brought its signature nighttime relay, SquadRace, to Brazil for the first time, with ágora leading the local communications strategy.
Held on September 7th at São Paulo Expo, the event gathered 96 squads and over 1,500 runners. The challenge: introduce a new race format, grow brand awareness in a crowded market, and activate the local running community.
The race also marked the launch of On Brasil’s Instagram, adding a digital push to build a national audience from the ground up.
After stops in cities like Miami, Toronto, and Mexico City, On brought its signature nighttime relay, SquadRace, to Brazil for the first time, with ágora leading the local communications strategy.
Held on September 7th at São Paulo Expo, the event gathered 96 squads and over 1,500 runners. The challenge: introduce a new race format, grow brand awareness in a crowded market, and activate the local running community.
The race also marked the launch of On Brasil’s Instagram, adding a digital push to build a national audience from the ground up.
Told by
( Brazil )
)
Historically, Burger King played the role of the cheeky challenger to McDonald’s, a second-place contender that earned its spot by poking fun, stirring the pot, and boldly standing apart. With a distinct attitude and often superior quality, this rivalry captured the attention of marketing and advertising enthusiasts around the world.
But in Argentina, that dynamic had faded over time. The category had become commoditized, with endless promotions, and brands shifted toward tactical messaging due to economic instability. Also Mostaza emerged as a strong competitor. Combined with high marketing budgets that didn’t match consumer spending power, Burger King had lost some of its irreverent edge and its challenger voice in communications.
Historically, Burger King played the role of the cheeky challenger to McDonald’s, a second-place contender that earned its spot by poking fun, stirring the pot, and boldly standing apart. With a distinct attitude and often superior quality, this rivalry captured the attention of marketing and advertising enthusiasts around the world.
But in Argentina, that dynamic had faded over time. The category had become commoditized, with endless promotions, and brands shifted toward tactical messaging due to economic instability. Also Mostaza emerged as a strong competitor. Combined with high marketing budgets that didn’t match consumer spending power, Burger King had lost some of its irreverent edge and its challenger voice in communications.
Told by
( Argentina )
