Sc Atellierul de Internet SRL - Nicecream.fm launch

Category: Best Native Advertising Campaign/Project

Client: Nicerceam.fm

Year / Domain / Status: 2014 / Entertainment and the media / Participant

Strategy description:

The hardest question we had to answer was: “Can an online radio make a big enough audience with an alternative crowd?” Nicecream.fm was launched in a period characterized by a shift in radio consumption on the Romanian market – from standard radio broadcast to digital, online radios. The strategic goal was to capitalize on this market trend and to obtain a big market share from one of the biggest broadcasting competitor, Radio Guerilla. We took the business decision after our market research study showed a clear convergence in online radio consumption and the affinity for the artists and music genres on our playlists. A secondary strategic focus was obtaining audiences from abroad, as users were drawn in by the quality of the playlists and the reliability of our software and IT architecture. According to a joint study by Triton Digital and Edison Research, 120 million Americans listened to “online radio” at least once a month in 2013; that’s 45% of the total United States population aged 12 years and up. Ten years ago, only 17% tuned in. Our studies showed that the number of online radio listeners in Romania is between 50 to 60.000. These stats show the growth potential for our market. We defined the core audience for each of our 3 online products: - Nicecream.fm Blue: male + female between 25 and 40 yo; Playlist includes The Doors, Bob Dylan, Nick Cave or Bon Iver; - Nicecream.fm Green: male + female between 18 and 35 yo; Playlist includes Jamiroquai, Daft Punk, Gorillaz; - Nicecream.fm Red: female between 18 and 30 yo; Playlist includes Moloko, Royksopp, Air. The creative strategy included a mix of divergent and indie channels, the main one being alternative events. Nicecream.fm was featured at PLAI Festival, Ideo Ideis, Victoria Film Festival, Marea cu Sarea. Nicecream.fm became a household name at Control Club, Bicicleta Bar, BASM, Bar A1, Casa de pe chei, OHA Beach, or La Gazette. The overall campaign objectives were: - market positioning; - consolidate recurrent traffic and average time on website; - audience growth The main metrics we used were unique visitors/month (with a target at 15.000/month), percentage of recurrent visitors (80% minimum), and time spent on website. (minimum 120 minutes/unique user/month).

Execution:

The main strategic approach was to be present wherever alternative crowds were present – in this way we obtained the optimum content engagement using direct contact between listeners and our content – the music that we broadcast. Part of spreading the good vibes also meant organizing events, where our fan base could listen live to some of their favorite tunes, that were mixed and chilled by nicecream.fm and guest DJ’s, in some of their favorite places, in order to interact directly with our users. We believe that a good direct experience with a brand equals a big community of brand lovers, this was the center of our strategy. Our secondary strategic approach was to use alternative media – such as vice.com, mixtopia.ro, or sub25.ro. Also, our potential audience was reached thru media partners such as iQads.ro, FHM, Revista Arte & Meserii, or thru partnerships with notorious brands that share common values with us, such as Puma, Grolsch, Pegas, Murmur.

Case visual: