Bringing the summer concert into the showroom
In 2012, Fiat was a partner of the big RTL 4 summer concert. Fiat wanted that summer to be seen on TV and heard where the cars actually are: in the showroom. At the end of March, Fiat Zomer Radio (Fiat Summer Radio) went on air, a dedicated online radio station built around the concert and the new Panda.
There were two goals. The station had to be heard in every showroom, and it had to grow Fiat's following on Facebook.
What we builtA station that was Fiat from start to finish
Every dealer received its own online radio, so the station played in every showroom from day one. The station could also be heard online through its own landing page.
We built a music format of classic summer hits topped up with the Top 40 of the moment, for a broad audience with a focus on 25 to 49-year-olds. We produced a complete jingle package with sung jingles, a Top of the Hour and specialty items, voiced by Maurice Verschuuren, and made sure Fiat could be heard in every minute without it ever feeling like advertising. On Facebook, Fiat Zomer Radio gave away tickets for the concert, so the station grew Fiat's social media channels as well.
Longer listening than average
In July, 52,032 people listened to Fiat Zomer Radio, and more than 60,000 in total, while the station received hardly any promotion. Listeners stayed tuned for 59 minutes on average, longer than the average for all stations on the same platform. Every showroom was connected and Fiat's Facebook followers and likes grew.
The following year the station returned, now as a regular part of Fiat's communications, with new content for the 500L and a daily top 3 of listeners' favourites.
From the 2012 jingle package, which also included Dive into the summer hit, Sunny summer tip and Live the summer of your life.
At a glance
- Client: Fiat
- Duration: end of March through summer 2012, back in 2013
- On air: in every showroom and online
- Target audience: 13+, with a focus on 25 to 49-year-olds
- Music: classic summer hits, topped up with the Top 40 of the time
- Voice-over: Maurice Verschuuren
- Delivered: music format, jingle package, hosting and programming
Questions about brand stations
On duration, reach and music.
Can a brand station be temporary?
Yes. Fiat Zomer Radio ran for one summer, around a concert. For a campaign, a season or a launch, we build a station with the same approach as a permanent one, just with a shorter run.
Where can a brand station be heard?
Wherever you want it: in your stores or showrooms, online, in an app or at an event. We take care of the technology and management.
Do people really listen to a brand's station?
If the music is right, yes. At Fiat Zomer Radio, listeners stayed tuned for 59 minutes on average, longer than the average for the other stations on the same platform.
Who chooses the music?
Our music department, based on the brand's target audience. We propose a selection that suits the brand, and you set your preferences and limits.
Get in touch today
and discover the power of in-store music.