29 November 2013 Go back to the main page  
 What they said ...

We asked the IP Radio Belgium and eggo for their comments on this initiative:


“This tailor-made campaign took the use of Sonic Branding one step further by using an already known jingle as a song in the programming. This proved to advertisers the worth of having a recognisable audio identity. Having such an identity is an idea continuously promoted by IP Radio’s study “Audio Branding” and its audiovisual presentation “Powersounds”. For IP Radio, being able to air such an unusual paid commercial action strengthens our conviction that “audio-branding” offers great commercial results, in this case great results for eggo.”

–– Steven Van den Audenaerde – Radio Director, IP Radio Belgium


“We are very happy with the Bel RTL campaign which adopted the same approach as we do with our clients, based on connecting with the listeners. The competition was successful with around 600 contestants. This is significant given that, to participate, they must have not only wanted a new kitchen but also been willing to create new song lyrics and sing live on the air.”

[«Nous sommes ravis de l'opération menée avec Bel RTL qui, fidèle à notre approche clientèle, jouait entièrement sur la proximité avec les auditeurs. Visiblement, elle a porté ses fruits puisqu'environ 600 personnes se sont prêtés au jeu, ce qui n'est pas rien puisqu'il fallait à la fois avoir besoin d'une nouvelle cuisine et avoir envie de chanter à l'antenne, en inventant soi-même les nouvelles paroles de la chanson.»]

–– Paul David – Sales & Marketing Director, eggo