| Title | THE SINGING SHOWER |
| Brand | RTL GROUP |
| Product/Service | RADIO CONTACT |
| Category |
A01. Use of Promotional Events & Stunts |
|
Entrant Company
|
20SOMETHING Brussels, BELGIUM
|
|
Advertising Agency
|
20SOMETHING Brussels, BELGIUM
|
|
Production Company
|
ZOOM PRODUCTION Brussels, BELGIUM
|
Credits
| Joy Pyl |
20Something |
Account Manager |
| David Burny |
20Something |
Planner |
| Jérôme Lefebvre |
20Something |
Digital Planner |
| Benoît Vancauwenberghe |
20Something |
Creative Director |
| Quentin Watelet |
20Something |
Associate Creative Director |
| Kjell Deturck |
20Something |
Art Director |
| Christophe Willocx |
20Something |
Copywriter |
| Marc Vandenbossche |
20Something |
Art Buyer |
| Sébastien Rensonnet |
Zoom Production |
Director |
| Antoine Georges |
Zoom Production |
Director Of Photography |
| Olivier Philippart |
Zoom Production |
Sound Engineer |
| Denis Vannoberge |
Zoom Production |
Editor |
| Jérôme Berlaimont |
Zoom Production |
Editor |
The Brief
People who don’t listen to Radio Contact are unaware of the exclusive feel-good music policy of Radio Contact. This policy is maintained by a special jury, making a careful selection of music. Every song that is sad, aggressive or boring, doesn’t get any airplay. The strategy of the campaign was to educate people by connecting this policy with another intimate moment that has a feel good policy and everybody can relate to: the shower.
Campaign Success
The singing shower activation was organised during popular Belgian summer festivals. The shower was set up before the festival started and was available during the whole event. Next year, the activation will be expanded to be organised on every major Belgian summer festival.
Describe the success of the promotion with both client and consumer including some quantifiable results
Radio Contact moved up to first place again in the CIM-questionnaire, the Belgian reference study. With a market share growth of 1,5%, they reclaimed their rightful place in the French part in the beginning of 2015.The activation and online follow-up (with a lot of shower videos shared) showed the public what Radio Contact is all about: spreading joy by a feel good vibe. Overall, the notoriety of the feel good philosophy gained 62% of recognition amongst Radio Contact listeners.
Explain why the method of promotion was most relevant to the product or service
The activation created a direct visibility during a sizable festival, explaining the core philosophy of the most popular radio station of Wallonia, the French-speaking region of Belgium. During the activation, everyone could enjoy a unique experience that was completely in line with the brand identity of the client, spreading more information about the inner workings of the radio station.