The Magic of Pure Imagination
Turning Nostalgia Into Engagement
During the second quarter of 2025, Magic 97.3 / 99.5 launched an advertising campaign focused on reviving the emotional relationship between the audience and music. Using a creative strategy that appealed to nostalgia, memories, and family connections, the campaign blended powerful video storytelling and high-impact graphic ads to reposition the brand—not just as a radio station but as an emotional vehicle for its listeners.
Key Achievements:
Over 5.3 million combined impressions
More than 126,000 user interactions (clicks and full views)
Strong engagement on both large screens and mobile devices
Emotional connection predominantly with women aged 35 to 65+
Dominance in prime-time slots and family relaxation hours
Campaign Context
& Objectives
In an era flooded with digital stimuli, music remains one of the few languages capable of transcending generations and evoking deep emotions. This campaign aimed to reposition the radio station as an essential part of the listener’s emotional life, not just as a provider of entertainment but as the emotional soundtrack of personal stories.
To achieve this, a strategy was built on two complementary pillars:
A visually rich video spot, launched on YouTube.
A series of display ads designed to reinforce the emotional connection visually.
Video Storytelling on YouTube Ads
To tap into deep emotional resonance, the campaign launched with a visually rich video spot distributed through YouTube Ads. Designed to evoke nostalgia and personal connection, the video brought the “Tu Vida en Música” message to life—showing how music lives within everyday moments. The majority of views came from television screens during prime family hours, turning living rooms into immersive brand experiences.
Results:
12 million impressions
107,000 full views
View rate: 3.91%
Television screens as the leading channel (72.8% of views)
Peak consumption times: 6:00 p.m. – 10:00 p.m.
Dominant audience: Women aged 35 to 64 years
Insight: Large screens transformed the spot into an immersive home-theater experience, reinforcing the emotional depth of the message.
High-Reach Display Ads
Simultaneously, a broad-reach graphic campaign was launched via the Google Display Network. The visual pieces replicated the emotional essence of the video: family moments, warm vibes, and simple messages like “Your life has a soundtrack.”
Results:
1,449,952 impressions
19,223 clicks
CTR: 1.33% (above the category average)
61% of clicks came from mobile devices
Key audience: Women aged 55+
Best interaction times: 4:00 p.m. – 9:00 p.m.
The Power of Media with Heart
This campaign brought Magic 97.3 / 99.5 back into the hearts of Puerto Ricans through a powerful blend of outdoor and digital storytelling. With over 5.3 million impressions and deep emotional engagement, it proved how the right media mix can truly move people.
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