Atmedia's campaign was inspired by the 105th edition of the Giro d’Italia, which kicked off in Budapest, Hungary. To mark the occasion, Atmedia's Radio 1 organised its first Grand Bike Challenge as part of the morning show, Balázsék. The campaign ran both on radio and social media platforms, starting on the 25th April and continued until the 5th May 2022.
The concept and strategy
The idea for the campaign was developed by the Atmedia non-spot and sales team, involving the radio morning show's hosts and the promotion department. The inspiration was of course the Giro d'Italia’s Grande Partenza taking place in Hungary. The clients were an Italian restaurant, Belozzo, and NSÜ, the organiser of the Giro d'Italia in Hungary.
During the campaign, three well-known celebrities (one influencer and two footballers) took part in a competition on the Radio 1 headquarters’ terrace. During the morning show, broadcast from 7:00 to 9:30am, the three contestants were tasked with riding an indoor bike and being the first to complete a set distance, taking the prize as winner of the craziest bike race of the year. Every half hour, one of the three radio show hosts stopped to attend to the tired bikers, squirting them with a water pistol, wiping them down with towels, feeding them pizza from Belozzo, or offering them cold drinks. The hosts would also keep listeners informed of the distance the athletes had covered, while listeners could vote on the radio1.hu platform to guess who would be the winner of this Grand Bike Challenge. Only one lucky voter could win the big prize offered by the campaign partners.
The format of the campaign included radio commercial spots, radio promo spots, a giveaway, social media posts, as well as a livestream on Facebook.
The campaign’s main platform was radio, through which Atmedia used influencers and popular Hungarian athletes to promote the campaign. The event was partly broadcast via a Facebook live (on the radio station’s and the partner’s Facebook pages). The initiative was a special package, with a unique appearance number, including ATL. All content was shared before and during the event.
The promotion was a big success both on radio and social media. The posts related to the event on Facebook and Instagram generated a total of 490,000 hits. The Facebook lives reached 126,000 people and generated 60,000 views. One video was viewed by over 100,000 people. In total there were 11,851 voters on the radio1.hu platform between 7:00 and 9:30 am.