Creative radio campaign boosts proposition awareness, consideration and usage of Groepie in the Tikkie app
A powerful radio campaign developed by QMusic for ABN AMRO reached and engaged the target group of the Groepie proposition in the Tikkie app. The campaign not only increased awareness of the proposition, but also actually realised an uplift of created Groepies in the Tikkie app. Wondering what concept achieved this? Then read on quickly!
The challenge
Creative radio campaign increases proposition awareness, consideration and usage of Groepie by Tikkie
Tikkie users can use the super handy 'Groepie' feature. With Groepie, you can easily settle expenses with your friends or family, for example after a weekend away or holiday. In Groepie, everyone has an overview of all expenses, the balance is kept by Tikkie and in the end you settle very easily with a Tikkie.
Awareness of Groepie among both Tikkie users and potential Tikkie users
ABN AMRO's brief was to develop a creative branded content campaign that would increase proposition awareness, consideration and usage of Groepie, among the target audience of both Tikkie users and potential Tikkie users. The focus here was on the winter sports period.
Radio turned out to be the right match. Qmusic's target audience matched Groepie well. Especially 25-35-year-olds were reached, which matches Groepie's target group. The cooperation went well and we would definitely recommend a follow-up campaign.
The solution
Win a wintersport with 3 friends and 1000 euros in group expenses in the Q evening show with Joost Swinkels
Joost received the Groepie publications from a celebrity who recently returned from a holiday. In the Q evening show, two participants compete against each other. Joost lists the expenses one by one. The first person to guess which celebrity these group publications belong to will win 1,000 euros in group publications from Groepie and have a chance to win the main prize: a wintersport holiday with 3 friends.
Q listeners have an extra chance to win the 1000 euro. Not once but five times! Create a Groupie for your upcoming holiday, weekend away or evening out, upload a print screen of this via the form on Qmusic.nl. From all submitted screenshots, 5x €1,000 will be given away.
The radio campaign was supported by on-air communication on Qmusic, social media posts on QNL Instagram, the Tikkie Instagram and the Tikkie app.
In the same period, a major Tikkie theme campaign was visible on TV, OOH and online.
The result
Participating in this campaign were
- Joep Hulshof, ABN AMRO
- Romy Welling & Pauline Kersjes, StudioM
- Hemke Strijers & Daan de Vries, QMusic
Make an impression
Would you like to increase your brand awareness, brand preference and consideration, and thereby generate more sales? Then contact the media advisors of DPG Media today for a non-binding consultation. They are happy to help you figure out how to successfully bring your message to the attention of the right target audience.