The big idea was to develop a media that was totally owned and run by the advertiser. It was discovered that radio would be the most suitable channel to do that. Many interesting celebrities and marketing gurus were recruited to host the shows for Radio Tequila. Frequency 105,5 MHz was reserved and a website www.radiotequila.fi constructed. Finally the radio was on live air.

Before the promotion Tequila´s awareness was ranked 24th among ad agencies in Finland. After Radio Tequila, the company landed in Top 10.