Robbie Williams is advertising for a radio station. With panties.Radio Energy Zurich is a radio station for the young public, who love the hits of the stars. Robbie Williams came to Zurich for two concerts. More than 100,000 fans came to the stadium to see him. Those young people (potential audience) should be made aware of Radio Energy. But not only them, so should the thousands of fans who watched the show on television.

Before the Robbie Williams concert started, Radio Energy gave away hot G-strings with a printed logo of Radio Energy on it, to all (mostly female) fans. Every fan received two G-strings: one to keep and one to throw on stage. During the concert the fans threw the strings on stage, Robbie Williams took one and “played” with it during several minutes. This was broadcasted just perfectly on TV.

With the G-string Robbie Williams promoted Radio Energy live on stage and on television. On the next day the picture was in all kind of media: in the news-shows, on the front page of all the important newspapers and on reams of internet pages. No young radio station could wish for a better advertiser.