In Belgium, there are no specific regulations on Branded entertainment or branded content in Belgium that apply to this campaign.

JOE fm is a radio station that focuses on greatest hits, especially from the 80s. 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.

-10,000 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+