In Phase 1, a competition with Swiss music giants and chartbusters Ritschi, Seven and Aloan was launched. Three exclusive living room concerts were raffled.The competition was advertised with TV trailers, posters, POS activities, with social media and a landing page. In Phase 2, the living room concerts were widely advertised. Measures included advertisements, banners and mentions in event calendars. In this way, the musicians mobilised their fans as well as in their facebook and twitter social networks.

In Phase 3, three gigs provided the climax of the promotion, and all three concerts could be watched as videos on the Internet.

30,000 viewers listened to the concerts live on digitalradio.ch. The pre-announced digital radio sales target of 245,000 was already exceeded by 176% at the end of 2009. In addition, the country’s leading media, such as Swiss Television or the Blick were giving the campaign extensive coverage.