RadioShack’s Javier Figueroa: We will go on integrating music in our campaigns, both in the general market and the Hispanic market

Javier Figueroa, RadioShack’s marketing director in a conversation with PRODU, assured that the brand’s target was redirected, after studies that said that the new consumer interested in the electronic items shops where the millenials, this was the reason why the brand had to renew and use music to catch this new audience’s attention.“We want to get to this target through music to be important for this new consumer we were not talking to for so long,” Figueroa commented. To achieve this challenge in the US Hispanic market, the store chain developed the Do it together campaign, in association with the musical duo Alexis & Fido, to develop the RadioShack Music Lab, in which the duo was mentoring four emerging artists, who competed to share the scenario with their idols.“We associated with Alexis & Fido as mentors of five emerging artists to make personal sessions during the Latino Music Billboard Awards and Conference, where they were sharing tips with these new talents,” he explained.Figueroa assured that music has always been relevant for all consumers, and the secret of success is to look for the style that can seduce every target consumer. “Alexis & Fido were the perfect partners for us. They have the Rompe la cintura hit and were about to launch Alócate, song that was part of the successful campaign because we supported them and leveraged their popularity,” he ended.