Each year, radio station Studio Brussels hosts a competition to discover new local artists. Supported by industry experts, these artists have the potential to become part of Belgium’s greatest. So how could we support the winners in their first steps to success and help them build a fan base? This campaign’s objectives focused on giving the artists the widest reach possible (KPI: the number of people reached) whilst being as relevant as possible (KPI: the number of those people who are actually into their music).

As a radio station, annoying music lovers is the last thing on our mind. That’s why we chose skippable pre-rolls over un-skippable ones.

Not only does this mitigate any irritation, it also allowed us to measure the interest of our audience without focusing click-throughs: if they didn’t skip the opening act after 5 seconds, we knew they showed genuine interest in the new artists.

Our pre-roll concerts aired during 13 days.