In spring 2024, Belgian radio station Qmusic, in partnership with DIY retailer GAMMA, launched a creative and engaging competition called the “Day of Delayed Labour.” The campaign was designed to encourage listener participation and celebrate GAMMA’s 45th anniversary by tapping into a universal truth: everyone has unfinished DIY projects that have been put off for months—or even years.
Background and objectives
The competition was developed by DPG Media in response to a brief from GAMMA, whose goal was to commemorate its 45-year legacy while featuring their beloved mascot, Bompi, a familiar character in radio ads for the past three decades. The challenge was to celebrate a retail brand’s anniversary in a way that would resonate with the audience.
The solution? A campaign centred on the insight that everyone has lingering DIY tasks they haven’t completed. This led to the creation of the “Day of Delayed Labour,” turning May 1st (Labour Day) into a celebration of unfinished projects—a clever and relatable way to bring attention to GAMMA’s offerings while inviting listeners to share their own DIY stories.
Campaign strategy and execution
The concept was immediately appealing to GAMMA, as it aligned perfectly with their objectives. The campaign successfully integrated their mascot, Bompi, into various aspects, from the promotional announcements to answering machine messages when listeners called Qmusic to enter the competition.
A Strong Visual Presence: Qmusic hosts not only spoke about the campaign but visually represented it, wearing GAMMA-branded attire in photos and videos. This consistent branding helped cement the connection between Qmusic and GAMMA, making the campaign visible and memorable.
Day of delayed labour – The main event
Listeners were invited to submit their incomplete DIY projects, competing for the chance to win a GAMMA gift voucher worth at least €100. On May 1st, the radio hosts, dressed in branded overalls, visited selected winners’ homes and helped them finish their DIY jobs. This hands-on involvement not only entertained listeners but also generated a wealth of engaging content for social media and live broadcasts.
Results and impact
The campaign was a resounding success, fulfilling both Qmusic’s and GAMMA’s objectives. Qmusic enjoyed increased listener engagement, while GAMMA saw a boost in brand visibility and foot traffic to their stores. The unique partnership, driven by shared storytelling and authentic engagement, led to a win-win scenario.
The success was such that both GAMMA and Qmusic expressed interest in continuing the collaboration for a second edition in 2025, demonstrating the campaign’s positive impact and enduring appeal.
By visiting listeners in person, Qmusic turned a simple competition into a memorable experience, creating genuine moments of connection between the brand, the radio station, and its audience.
Conclusion: A blueprint for creative brand partnerships
The “Day of Delayed Labour” showcased how a creative concept can transform a simple brand anniversary into a dynamic, audience-driven event. The partnership between Qmusic and GAMMA turned a potential advertising challenge into an opportunity for engaging storytelling, enhancing the brand’s relationship with its target audience.
As Qmusic producer Mathias Houtekier put it: “At first glance, GAMMA and Qmusic may not seem like two brands you would immediately associate with each other. But at Qmusic, we love a challenge. It was great to brainstorm with GAMMA and gain so much trust from them. This project gave GAMMA the opportunity to generate traffic to their stores, highlight their offerings, and reach a large audience. For Qmusic, this resulted in engaging storytelling and an opportunity to enhance our connection with listeners by visiting them. In short, it was a successful initiative with a win-win for both GAMMA and Qmusic!”