| Title | 99 LUFTBALLONS |
| Brand | JOE FM |
| Product/Service | RADIO |
| Category |
A04. AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
DALLAS ANTWERP, BELGIUM
|
|
Advertising Agency
|
DALLAS ANTWERP, BELGIUM
|
|
Production Company
|
DR. FILM Brussels, BELGIUM
|
Credits
| Stijn Gansemans |
Dallas Antwerp |
Creative Director |
| Paul Popelier |
Dallas Antwerp NV |
Creative Director |
| Stijn Gansemans |
Dallas Antwerp NV |
Creative |
| Paul Popelier |
Dallas Antwerp NV |
Creative |
| Joeri Van Den Broeck |
BVBA 142 |
Creative |
| Wesley Kuystermans |
Dallas Antwerp NV |
Creative |
| Yannick Schoch |
Dallas Antwerp NV |
Creative |
| Patrick Clymans |
Dallas Antwerp NV |
Client Service Director |
| Carole Michels |
Dallas Antwerp NV |
Account Director |
| Peter Van Buggenhout |
Dallas Antwerp NV |
Account Director |
| Michael Bombeeck |
Dr.film |
Film Director |
| Annemie Decorte |
Dr.film |
Film Producer |
| Tuyen Pham Xuan |
ASP |
Film Producer |
| Nena |
|
Music |
|
Brandy |
Sound Production Company |
| Stevie Timmermans |
Brandy |
Sound Director |
| Evert Thiry |
Studio Evert Thiry |
Photography |
|
Twice |
Event Agency |
The Brief
Create a campaign for the 5th birthday of radio station JOE fm that involves the listeners. This campaign also has to confirm the brand proposition: JOE fm is the radio station for people who love the greatest hits of the 80'ies. With this campaign we wanted to connect deeper with old and new fans of the radio station, giving thousands of listeners a perfect day with their favourite DJ's and greatest hits.
Creative Execution
JOE fm is a radio station that focuses on greatest hits, especially from the 80's. Not only in the music they play, but also in all of their campaigns prior to this case. That's why we took it one step further, and brought the baseline 'Your Greatest Hits' to life for all of our listeners. They got to experience one of their greatest hits for real: '99 Luftballons' by Nena.
Describe the creative solution to the brief/objective.
To celebrate its 5th birthday, JOE fm decided to bring its baseline 'Your Greatest Hits' to life. We asked the listeners which greatest hit they wanted to experience for real. Out of hundreds of entries, 1 song was randomly selected: '99 Luftballons' (99 hot air balloons) by Nena. The listeners had challenged us, so we had to deliver. The objective was to involve as much listeners as possible. They were the centre of our campaign. In the end they would choose the song, fly along, come to the event, speculate on social media and radio, etc.
Results
-12.000 participants for the radio competition
-30.000 participants for the online competition
-more than 12.000 spectators on the event itself
-20% more site visits during the campaign and 100% more visits during the weekend of the event
-100% more organic likes on Facebook during the campaign and 600% more during the weekend of the event
-market share of JOE fm goes from 7,3% to 8,5% on age group 12+