The campaign launch site redefined visual radio. The mobile-optimized responsive site combined a way to listen to the radio stream of 10,000 hits in a row with full-screen animated GIFs that the user could control with the movement of the cursor. Everyone was invited to vote on the best GIFs to be shown first in the endless queue of 3 second animated GIF clips. Even the radio DJs were introduced using GIFs made of themselves. Users could add their own GIFs using a web-cam, video or URL link. A gallery feature allowed browsing the GIFs on a grid.

Listeners flooded to the station and our digital assets. Within 4 weeks of launch, we had almost 250,000 weekly listeners. Within just 5 months of launch we had reached 413,000 weekly listeners (over 8.5% of 9+ population), beating Nelonen’s first year target of 400,000. 56% of these listeners were female. The listener base has continued to grow, showing we have high retention of listeners. Online, we had deep and repeated interaction with the brand: 160,000 visitors, 3:13 minutes spent on site, 1.6 weekly visits per visitor. Overall, the campaign achieved an ROI of €0.45 per weekly listener delivered.