Winners & Shortlists

99 LUFTBALLONS

Title99 LUFTBALLONS
BrandJOE FM
Product/ServiceRADIO
Category A04. AMBIENT MEDIA: LARGE SCALE
Entrant Company DALLAS ANTWERP, BELGIUM
Advertising Agency DALLAS ANTWERP, BELGIUM
Production Company DR. FILM Brussels, BELGIUM
Credits
Name Company Position
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+