Devos & Lemmens has long been known for its radio ads but we also want to continue to surprise in an atypical way. For the Christmas season that means looking for original ways to tap into our Christmas traditions. And what better way to do so than by claiming Christmas music? After all, end-of-year best-of lists are an important Christmas tradition.
We used our strongest brand assets as presenters in a radio show
For years, the voices of Devos and Lemmens have been a strong brand asset for D&L.
Now that brand asset has become so strong, so well-known to the public, that it is possible to have them ‘present a radio programme’.
We set up a unique collaboration with Joe and NRJ. As guest presenters, the voices of Devos and Lemmens occasionally announced a song during the Joe Christmas Top 100 and the NRJ Christmas programme. Devos & Lemmens introduced songs together online as well with that typical D&L humour and always geared to the Christmas song in question.
It is striking that as a brand we were not in the commercial break but just before or after a song. This was always preceded by a recognisable and tailor-made jingle.
All I want for Christmas
Our presence in the Christmas programmes of two major national radio channels gave us a very wide reach in Belgium.
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