Pulling off a great summer campaign with Power Hit Radio and Telia

Background information

Lithuanian radio station Power Hit Radio, part of TV3 media’s portfolio, collaborated with the telecommunications company Telia for a special summer campaign. A Telia 5G branded camper van served as a radio studio on wheels touring nine cities in Lithuania, concluding their tour for the full month of July in the beach resort Palanga.

Cities checked by Telia

Description and platforms used

In each city, the radio team met with listeners, offered games and contests to people of all age groups, organised concerts and other forms of entertainment. The project was heavily promoted across all media – TV, website and social media platforms (Facebook and Instagram). A series of articles about the project were published on TV3’s portal, and Telia was also active on social media. Power Hit Radio shared interviews conducted on the streets on their website, along with selfies taken with studio guests and listeners, and content from the studio on Facebook and Instagram. Despite the potentially exhausting task of interacting with a large number of people for an entire month, the team ensured a friendly greeting for every passerby, adding a personal touch to the project.

Picture posts on social media


Power Hit Radio pulled off a creative and progressive summer campaign with the radio on tour, bringing the station closer to listeners and providing great value for the sponsor. For the  online radio stream, the total unique IPs was 312.61, the total completed sessions were 3.62 m and average listening minutes were 36.25.

Market share of the station increased by 2%, rising from 6% in 2022 to 8% in just one year.The radio achieved a 20% reach, and the website had a 9% reach. They successfully popularized online radio and, importantly, expanded their Gen Z audience, a primary goal of the project.

Media Central Supporting the Irish Women’s football National team with SKY and Cadbury

Background information

An Irish leading media sales house, Media Central, orchestrated a complex support campaign dedicated to the Irish Women’s football National team, during the World Cup of 2023. The sales house teamed up with the broadcaster and telecommunications company, SKY and Cadbury - a multinational confectionery company owned by Mondelez International.

Supporting Irish women’s football

Women's football has been flourishing in Ireland over the last number of years and Media Central’s stations have been at the forefront of championing the women's game, ensuring it receives the same level of coverage and support as the men's game. With the Women's World Cup taking place in Australia and New Zealand in July 2023, it marked the first time that the Irish Women's National Team had qualified for the tournament. The country was buzzing with momentum and excitement, providing an opportunity for brands to tap into the fervor.  Media Central used the occasion to develop various campaigns and partnerships with key brands Mondelez and SKY, across their different stations, showcasing the depth of creative solutions and content while rallying the nation behind the team.

Special send-off event

In collaboration with SKY, Media Central organised a live event – an official send-off for the women's national team, in the Mansion House in Dublin. It was the perfect way to build hype around Ireland's first-ever appearance at the World Cup and a rare opportunity for fans to see all the stars of the women's national team together, interviewed by some of the best radio hosts. Off the Ball – Media Central’s dedicated sports brand - teamed up with SKY to put on an event that really captured the mood, excitement and anticipation for the upcoming tournament and the support for the “Girls in Green”.  From this event, a substantial amount of content was distributed across Off The Ball's platforms, encompassing both short-form and long-form content on FM, social media and via a podcast, making it accessible for those at home to engage with the content.

Come On You Girls In Green podcast – driving coverage, awareness and conversation

In collaboration with Cadbury, the official snack partner of the women's national team, Media Central developed a unique podcast named COYGIG (Come On You Girls In Green) dedicated to covering women’s football. The goal was to increase coverage of the women's game through mainstream media, driving awareness and conversation around the women's football.

Off The Ball has been actively championing women's sport in general over the last few years and embraced this new opportunity to work with a brand to further champion women's football in Ireland. The approach was very straightforward – to cover women's football just as they would men's football.

The COYGIG Podcast was a a brand-new platform entirely dedicated to covering women's football with ten special episodes integrated into mainstream coverage around the tournament, amplifying Cadbury’s association with the team.

This weekly podcast covered all the latest news, fixtures, previews, reviews and analysis of the women's game and quickly became a permanent and popular fixture in Off The Ball's content output. The content was podcast-first, but also distributed across Off The Ball's myriad of available touchpoints, with the full podcast show also recorded and the videoed show going out on social media, as well as short-form highlight clips across FM and social media.

Drumming up local grassroots support

Cadbury also aimed to use the Women's World Cup to raise awareness of Cadbury's support for women's football at a grassroots level. Media Central’s regional network, consisting of 7 regional and local radio station, provided the perfect platform for this. They recorded content with local football clubs around the country and broadcasted it across each station's on-air and social platforms. Each station ran cross-platform activities, including:

  • Cadbury messaging around Women's World Cup updates in editorial Sports Bulletins delivered through sports reader live mentions.
  • Bespoke recorded on-air messages of support for the girls in green for their group fixtures, featuring voices from local grassroots clubs around the country.
  • Bespoke social video content featuring local grassroots clubs around the country

Radio OUTBELIEVE show on tour – live from Australia

In another partnership with SKY, Media Central sent one of the TODAY FM’s most popular hosts off to Australia for two weeks as part of Dermot & Dave’s OUTBELIEVE Tour to cheer on the women’s team on behalf of the nation. Dermot & Dave hosted their show live from several major cities including Sydney, Perth and Brisbane, bringing the color and excitement of the tournament to life. The campaign successfully captured the team's journey, providing listeners with unparalleled access, engaging interviews, and an authentic connection to the players. All of the exciting bits were captured and delivered socially across Today FM social channels with a huge amount of Instagram stories and reels.

RMB’s Slice: where innovation and exploration fuel the next-level branded content

Background information

RMB, the Belgian media sales house, is dedicated to transforming its business to make it more resilient with a focus on innovation, exploration, and sustainability. Nevertheless, they feel under pressure from the new players in the market. As a result, in 2022, as an addition to the creative solutions unit launched in 2018 known as Flash, RMB decided to develop a new brand named Slice. This new department serves as a nexus, bringing together brands and content creators such as streamers streamers, YouTubers, gamers, etc. Jointly, they develop next-level branded content for clients.

About Slice

Officially inaugurated in March 2023, Slice represents an ecosystem that brings together brands and young Belgian content creators. Equipped studios, strategically placed within RMB’s offices, include a lounge room, an audio room, a beauty room, a green room, and a gaming room, expediting the production process. RMB contributes its client relationships and expertise as a sales house. The objective is to facilitate connections between advertisers and innovative Belgian content creators, fostering exceptional long-term collaborations based on shared values and authenticity.

Slice is not just another influencer agency, what distinguishes them is their long-term strategy, they don’t work on action-based partnerships.  Each creator possesses their unique universe, and brands seamlessly enter this space to communicate authentically with the audience. Slice ensures that creators and brands share common values.

All brands associated with Slice get connected to their audiences including Gen Zs who consume mainly social media). The content produced aligns with the brand positioning and encompasses all other communication aspects, incorporating storytelling.

Napoleon Sports podcast – Nonante Minutes

An illustrative example of a Slice campaign made in collaboration with a betting company Napoleon Sports was the launch of a podcast and a brand new channel called “90 minutes”. The podcast, comprising seven episodes discussing football with interviews of renowned footballers, featured hosts who were football specialists and Twitch or other streaming experts. The content was disseminated across Facebook, YouTube, and Instagram.

Payconiq campaign

Another client, Payconiq (a mobile payment system via QR codes), engaged young talents as brand ambassadors, each taking a unique approach. One YouTuber wagered with people on the street, daring them to deliver shocking news to a relative. If they obliged, he rewarded them using Payconiq.

Another influencer developed a special dance for TikTok illustrating the no need for a wallet via "Bye-bye wallet" dance when using  Payconiq. Both approaches were very successful in engaging their followers and received a positive response. More about this campaign here.

Other clients of Slice include Axe, Proximus, Base, Jupiler, Orange, Keytrade Bank, Disney, Sony Pictures, VISITWallonia, etc.


RMB's commitment to innovation, exploration, and sustainability has cultivated a strong company culture, with Slice contributing valuable talent, agility, and a competitive edge in the market.

Navigating the Content Sea: How Channel 4 and Vevo Elevate Ad Success

Vevo, the music video network, and UK broadcaster Channel 4 have issued the findings of a joint study, "Retaining Trust and Quality in a Sea of Content". The survey involved 1000 British consumers aged 16-40 who regularly consume video content. The prime objectives of the study were to identify and quantify the factors that enhance the value of ads within "fit for TV" content on YouTube.

The closer, the better

The study unveils that advertisers benefit in at least three significant ways from being adjacent to premium content:

  1. Audiences are more eager to consume premium content in superior environments and accept seeing ads as part of the organic experience.
  2. Premium content is 3.2 times more likely to be viewed on a TV than non-premium content. Premium makes watching an enjoyable, relatable, engaging, and relaxing activity as viewers tend to spend more time doing it jointly with their family and friends, in this way also enhancing reach, engagement and reception.
  3. The bigger screen experience in a comfortable setting makes viewers open to and expecting of ads.

In the light of the halo

Viewers are more likely to have a positive emotional response to premium publisher content, which creates a positive halo effect on advertising brands. The study reported nearly a 50% increase in people who liked or loved "fit for TV" content compared to non-premium content, leading to higher levels of attention paid to ads and a greater likelihood of considering the brand in the future.

Ads in "fit for TV" content were considered more enjoyable and shareable, with 62% of respondents stating they enjoyed the ad when they liked or loved the surrounding content. This also resulted in enhanced impressions of the ad brand, with 61% recalling their favourite ad being within premium content. No surprise here, as we like – we share!

In premium we trust

The study shows that premium also increases value and trustworthiness. Brands advertising with premium publishers are perceived as more luxurious, with proven value, credibility, and trustworthiness.

Trust and believability metrics doubled when an ad was found within premium content, while negative connotations for the brand decreased significantly. The quality and desirability of brands also saw a significant boost within premium environments.

Overall, advertising brands are expected to be of higher quality when situated within "fit for TV" content, creating a strong link and an association between the quality of ads and the content they are placed within.

The research findings emphasise the importance of premium content environments for advertisers, as they enhance brand perception, engagement, and trust, ultimately contributing to more effective and successful advertising campaigns.


"Since the launch of 4Studio, our social content production and distribution arm, we've built a significant presence across a number of tech platforms. We've achieved this by distributing both established TV content and original content through new channels such as 4.0. It's been a learning curve understanding how to cut through and find new audiences, but we wanted to team up with a globally established expert like Vevo, who shared our production values and standards. Our objective was to gain a better understanding of the benefits on offer to advertisers through accessing TV content within these new environments vs all the other video content available," added David Amodio, Deputy Head of Digital Innovation and 4Studio, Channel 4.

Introducing Cé6lia: An Intelligent Assistant for M6 Group’s Advertising Solutions

On October 16, 2023, M6 Publicité unveiled Cé6lia (pronounced Cécilia), a groundbreaking intelligent assistant designed to cater to all inquiries about the M6 Group and its advertising solutions. This innovative addition to their digital ecosystem is set to transform the way information is accessed within the media and advertising industry.

Cé6lia's primary objective is to provide comprehensive and customized responses to a broad spectrum of questions about the M6 Group, its diverse programs, and the advertising solutions offered by M6 Publicité. Whether you're curious about Top Chef's audience, contemplating the advantages of TV advertising, or seeking details on radio's 20-second format index, Cé6lia has the answers. This intelligent assistant also extends its capabilities to furnish information on video and audio terms and conditions, corporate social responsibility commitments, the legal underpinnings of the advertising market, and a plethora of other topics.

To access Cé6lia, all you need to do is visit m6pub.fr. Powered by the cutting-edge generative AI technology of Chat GPT 3.5 from Open AI, Cé6lia promises a conversational experience that is engaging, informative, and tailored to each user. It is designed to cater to advertisers, agencies, potential clients, and even M6 Publicité's employees. This commitment to accessibility and innovation marks a significant stride in enhancing the quality of their services.

Maxime André, Marketing, Innovation, and Communication Director at M6 Publicité, aptly summarizes the impact of Cé6lia, saying, "With Cé6lia, access to our essential information is now remarkably simple, whether you are a prospect or a media expert looking for details on the M6 Group's advertising offering. This new intelligent assistant embodies our constant commitment to innovation and represents a key step in our strategy to improve the accessibility of our services."

Cé6lia is not static but continually evolving. This intelligent assistant is dedicated to offering increasingly exhaustive, pertinent, and comprehensive responses to all inquiries. It operates with the highest standards of privacy and security, ensuring that user interactions remain anonymous and that no data is collected by M6 Publicité.

It's important to note that the answers provided by Cé6lia are informative and engaging, but they do not constitute binding commitments on the part of M6 Publicité.

In conclusion, Cé6lia's arrival is a milestone in making vital information about the M6 Group and its advertising solutions more accessible than ever. As it evolves, it's poised to redefine how information is accessed within the media and advertising landscape while upholding strict standards of anonymity and data security.

IMS’s Unilever campaign brings TV and Radio together

Background information

In this business case study, we discuss IMS's TV and radio campaign for Unilever that tapped into the complementarity of these two mass media. Following the launch of a radio audience measurement by Kantar Media in Uzbekistan, the interest in radio increased among clients that finally could have reliable radio figures alongside the TV ones. Thanks to this new measurement radio can now be used as an effective tool to help TV campaigns reach the audience that does not watch TV on a regular basis.

The goal of this campaign was to boost the brand awareness of Unilever products Clear Man and Rexona. That was done with the help of creative radio ads via a cross-media campaign in August 2023.

The Strategy

The campaign ensured an optimal media channel mix selection and sustainable communication. It aimed to strengthen the TV campaign coverage and reach the maximum target audience. The use of audio creative strengthened the delivery of the brand's key creative message and increased brand loyalty.

The REXONA brand was promoted as of maximum protection in any conditions and the CLEAR MEN brand was portrayed as a special care for men with new effective protection.

The Execution

The radio stations represented by IMS were used (102.00 AVTORADIO, 101.50 GRAND, 100.50 ORIAT FM). Radio commercials were placed in parallel with TV campaigns of both brands through one sales house - IMS (via the “one-stop shop” service), which added convenience and flexibility to advertising placement.


In August, overall, 769 spots were aired in the “Hygiene category”, 75% of which related to Unilever brands. In terms of SoV, Unilever generated 82% in the 18-45 target group (in Tashkent and Tashkent region cities) - which indicated effective media planning of the campaign and successful choice of stations for the advertising campaign. The number of listener contacts reached with the advertising message was almost 11 million in the age group 15-64 - and about 9 million in the age group 18-45 (in Tashkent and Tashkent region).

NRJ measures sponsorship effectiveness during the NRJ Global Summer Tour


For two weeks in August 2023, NRJ Global organized an epic Summer tour, made up of “NRJ Villages” all around the French coast. NRJ partnered with several brands including Basic-Fit, O2, La Poste Mobile, insurance MAAF as well as non-profit organisation Petits Freres de Pauvres for the campaign and measured the satisfaction of the audiences on-site as well as the impact of the brand partnerships.

The concept

The NRJ Summer Tour took place alongside the entire French coast and ended on August 14, after 10 sessions in seaside towns all the way from the Mediterranean to the beaches in the North. An NRJ village of 800m2 was set up in each of the 10 towns, with free entertainment focused on relaxation, shows, concerts, and gifts. All the sponsors offered fun animations, games, competitions and live experiences on-site for everyone from children to adults.

Measuring the success of the event sponsorship

Thanks to a solution developed by Bilendi & respondi, NRJ Global directly measured the satisfaction of the public present and the impact of the sponsorship partner activations. NRJ Global deployed a Bilendi Discuss query solution via WhatsApp, which made it possible to capture the feedback of the audiences present in the villages in a fun way and interact with them by being as close as possible to the consumer experience. NRJ Global also interviewed the public who came to enjoy the NRJ animations and the stands of the brand partners.

The campaign was promoted heavily on social media platforms such as Instagram as well as via the OOH campaign.

Results – event sponsorship works

The event was a great success among all the participants as proven by the on-site survey with 99% of participants saying they were satisfied. They particularly appreciated the atmosphere – ‘’The NRJ Summer Tour is something to experience at least once in life’’.

All the partner stands were very well noticed and appreciated, with 93% visibility and 92% approval. The attendees highlighted the fun and informative aspects of the proposed activities: "It was great. I really liked the partner stands that offered us games", and "Very nice, fun, and informative workshops”. Overall, 76% of participants said they were more likely to consider the brand after seeing the animation.

The promo campaign for the event worked very well, 89% of the attendees had heard about the tour via radio, social networks, or via the internet (67%). On top of that, 19% have heard about it via the tourism office and 15% via friends and relatives. The event managed to attract large audiences and whole families, with 61% of participants aged 25 to 59.


Dromos 89,8 on the go to attract Gen Z listeners

Background information

Dromos 89,8 radio station, in collaboration with anytime, a subsidiary of Interamerican, and a leading company in the insurance market in Greece, has put in place a brand-building campaign of ten full summer days. The campaign format was set as a special event and focused on the insurance sector. The in-house sales department developed this innovative format alongside the creative agency ‘’Weber Shandwick Athens’’.

people and special bus

The concept and strategy

The goal of this campaign was to attract young people as new customers. A big bus was used as the main space. The bus was internally divided into two sections. In the first section, a radio booth was created, and the second section posed as the PC area. The bus was parked in different public squares in Athens, every day, for ten consecutive days. Every day different popular singers would be welcomed, interviewed by a station’s producer, and then perform a few songs in acapella to the audience in front. During this time, people could enter the PC area of the bus and play a specially designed PC game. The game was as much fun as educational and it concerned safety measures and driving behavior while responsibly driving through the town and avoiding any accidents. In this way, the company could indirectly relate to the notion of safety and consequently attract new customers.

The initiative included production costs (rent of the bus, promoters, security, and such), as well as the value of the air time on radio and TV. A premium for the whole concept was also added.

The media and platforms involved were the Radio, popular singers within the young audience, TV trailers, and Facebook.


The evaluation was a positive one. Besides the revenue generated by the event, there was significant brand awareness for the radio station itself, since the bus we used was partially covered with the station logo in a creative way and therefore, seen by a lot of people who could become potential listeners.

bus room

bus room

“Canta Tu Karaoke”: Unleashing the Magic of Music with Rai Pubblicita

Background information

The aim of the campaign is to introduce the versatility and functions of the historic and iconic ''Canta Tu Karaoke'' by the toy brand Giochi Preziosi. ‘’Canta Tu’’, also in its special edition “Canta Tu Maradona Edition” is a complete high-quality audio video system, which animates parties with family and friends, outdoors or indoors.

The campaign was developed on different media and different Rai Pubblicità’s radio stations.

Description of the campaign

This Cross-media campaign aired on radio, social, digital, and on-field tools between May and July 2023. It was sold in the form of a dedicated package for each individual radio station.

The campaign was entirely developed by Rai Pubblicità with different Radio broadcasters through different formats. In general, the radio campaign included 30'' quotes, programs sponsorship billboards and a 30'' radio spot. In particular, ad hoc formats have been developed for each broadcaster:

*Radio Italia: Audience activation at Radio Italia Live concerts (Milan and Palermo) through a Live Promo moment. The promo was launched by the presenters on stage, a live karaoke video with “Canta Tu” was projected on the concert displays, inviting everyone to sing a song by singer Gigi D'Alessio. An ad hoc video was edited. Push ads were shared on Radio Italia's Instagram channels and client’s logo have been published on Radio Italia's website.

*Radio Kiss Kiss: On-field activation in the city of Naples with Karaoke ''Canta Tu Maradona Edition". Radio Kiss Kiss presenters engaged people in the streets of Naples, inviting them to sing with the Karaoke Canta Tu. In terms of social media, 10 videos were edited, out of which 3 were published in collaboration with and sponsored by both Instagram profiles of Radio Kiss Kiss and Giochi Preziosi.

*Radio Rai: Audience activation at the TIM Summer Hits concerts (Rome and Rimini) through a live promo moment. The promo was launched by the presenters on stage, a live karaoke video with “Canta Tu” was projected on the concert displays, inviting everyone to sing a song by singer Gigi D'Alessio.

The on-the-field activation at concerts in Milan, Palermo, Rome, and Rimini, and on the streets of Naples have generated excellent results in terms of audience engagement with Karaoke Canta Tu, highlighting both the product's ease of use and its ability to create a festive mood on any occasion.

Platforms involved

The platforms involved in this campaign were radio, social media (Instagram), digital (Radio Italia website), and radio presenters (field activation).


The campaign turned out to be a valuable case both for the brand and the sale house that, starting from the radio, managed to cross over to digital, social, and on-field. It was a winning project that combined the creative component with the strength of three different and complementary broadcasters, who customized their communication in coherence with their audiences and the territories covered.

Stage concert
stage concert

SNPTV and French sales houses launch a common carbon calculator for greener TV advertising

French trade association SNPTV and its membersales houses TF1 Pub, M6 Publicité, FranceTV Publicité, Canal+ Brand Solutions, Altice Media Ads & Connect, Amaury Media, beIN REGIE, and Paramount introduced a common carbon calculator beginning of September.

This tool is designed to measure the carbon footprint of both linear and catch-up TV advertising campaigns, representing a significant step towards environmental sustainability.

The origins of this initiative can be traced back to the publication of a methodological framework by SNPTV, which primarily focused on assessing the carbon footprint of linear TV advertising campaigns. This framework was introduced three months before the launch of the carbon calculator. Concurrently, the SRI and the Digital Alliance released an updated calculation framework for assessing the carbon footprint of digital campaign distribution.

This carbon calculator relies on robust data derived from market sources, validated by a dedicated working group and experts, including Médiamétrie, ensuring the accuracy of its measurements.

The calculator adheres to several key recommendations outlined in its framework, such as focusing on the broadcast of linear TV and catch-up campaigns while excluding the production of advertising spots.

It considers elements like storage, network transfers, and viewership. Furthermore, it encompasses a comprehensive analysis of the entire life cycle of the infrastructures and terminals used for broadcasting, contingent upon data availability.

The calculator also accounts for the diverse broadcasting technologies employed in television broadcasting, including TNT, Satellite, IPTV via Internet Access Providers, and Over-the-top (OTT) digital networks, each governed by distinct models. Additionally, it introduces indicators tailored to the unique nature of TV audience measurement and provides a methodology for converting the GRP4+ audience indicator into a meaningful carbon footprint measurement for individual campaigns.

SNPTV envisions this calculator as a catalyst for establishing a robust, harmonised, and interoperable system for measuring the carbon footprint of advertising in France. It has been seamlessly integrated into the Meta-reference approach of the Union des Marques (the advertisers’ trade body) in April 2023 and aligns with industry commitments to sustainability. While the calculator does not come with a specific future commitment, the association has initiated the identification of carbon-intensive stages and is set to create working groups by year-end to exchange best practices for reducing their carbon footprint.

The development of this carbon calculator was made possible through a partnership with DK, a French industry leader in calculating the carbon footprint of media advertising campaigns. DK operates as a SaaS platform, offering carbon measurement and optimisation solutions for advertisers, publishers, and agencies. Importantly, it stands as one of the only solutions in the market capable of measuring carbon footprints across all media formats, spanning Print, Digital, Radio, urban billboards, and now, TV. The tool will be used throughout the year, initially by the SNPTV members, allowing them to provide results upon request from agencies or advertisers. However, by early 2024, the goal is to allow interested agencies or advertisers to have the tool in-house to directly calculate the impact of their campaigns.

This common carbon calculator underscores SNPTV's commitment to the climate contract, established under the purview of Arcom in June 2022. It serves as a testament to the French industry's dedication to advancing ecological transition in media management.