The NRJ Group chose an element of mystery as the way to launch its revamped Web presence in Austria.
Using a teaser campaign based on a Radio Energy 104,2 tagline, NRJ placed a series of mysterious spots on other stations in Vienna that invited listeners in the city to visit the “You wanna feel it” Web site.
More than 15,000 people joined the www.youwannafeelit.at community without knowing exactly who was behind the project. On the site, they were able to express opinions and desires relating to the new “community.”
In reality, as the Viennese soon discovered, the site heralded a full relaunch for Radio Energy online.
The new Radio Energy Internet strategy includes a live stream of the station, along with six distinct music channels: rock, pop, hip-hop, alternative, dance, electronic.
“We would like to position Energy as a community-oriented radio station in Austria ? our goal is to make radio with our listeners and not only for them,” said Aline Basel, general manager of Radio Energy 104,2.