Title | 99 LUFTBALLONS |
Brand | JOE FM |
Product/Service | RADIO |
Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
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.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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+
Explain why the method of promotion was most relevant to the product or service
JOE fm is a radio station that focuses on greatest hits, especially from the eighties. The baseline is 'Your Greatest Hits'. We brought one of those hits to life, literally.