French radio market is one of the fiercest with the presence of historic players and the ever-growing digital offer.

To differentiate from competitors and reach the 20-34 year olds, Virgin Radio launched a new campaign, « Louder is Better » supported by the tagline « Maxx De Tubes ».

Launched with an original lip-synced 45-sec TV and Cinema ad, the « Louder is Better » campaign was illustrated by an interactive experience on YouTube where users can turn up the sound to enjoy an evolutive video clip

Virgin Radio launched a new campaign, 'Louder is Better' supported by the tagline "Maxx De Tubes".

Launched with an original lip-synced 45 sec Web, TV and Cinema ad, the Louder is Better campaign was illustrated by an interactive experience on YouTube where users can turn up the sound to enjoy an evolutive video clip thanks to a YouTube takeover.We communicated this campaign to key influencers and bloggers who published the content on their own social media presence thus creating a strong echo in France.

1 million views in one week100 000 shares on facebook1 000 tweets200 press mentionsAfter 3 weeks, post test results indicated that : - 80%of those who remember the film wanted to listen to Virgin Radio- 83% say it's a disruptive film different from other radio channels