Nostalgie broadcasts around the clock, treating listeners to vintage pop and rock music from the 70s to the late 90s, plus contemporary classics. Its prime goal? Becoming the biggest feel-good station in Flanders that fills the airwaves with timeless classics.
Nostalgie aims to increase its market share, attract new listeners and turn existing listeners into even bigger fans. To achieve these goals, Nostalgie recruited a long-term partner to brainstorm its many creative ideas with and transform them into a solid marketing plan. It sought answers to questions like "how can we really make our radio campaigns pop?" and "how can we maximise our reach?"
Duke & Grace assists Nostalgie with its everyday marketing. We help the station chart its course and proactively consider tracking, dashboarding, SEO and content marketing. We often do so through spontaneous co-creation (without ever losing sight of the available budget).
We actively help Nostalgie interpret their radio campaigns in creative ways. First, we make sure the overarching concept is clear. Then we organise workshops/brainstorming sessions to devise unique ways of digitally bringing the concept to life—usually through content topics or social formats.
A media plan allows us to maximise the reach of each campaign. Through social and programmatic advertising, we also get listeners to vote on their favourite classic hits. We do this for initiatives such as:
Duke & Grace has a permanent team that works in tandem with Nostalgie's digital team. We draw up a separate plan for each (radio) campaign and frequently get together to discuss approaches and come up with solutions. This means we're always ready to adjust and finetune things. Our partnership is decisively long-term: we don't limit ourselves to the core tasks mentioned, but make sure to consider the bigger picture. Our angle? Contributing as many original, 'fresh' suggestions as possible and tapping into relevant trends or innovations, like digital out-of-home and Waze ads.
“We've always cherished our cooperation with Duke & Grace on our online campaigns. Their team feels like an extension of our own team. Duke & Grace is proactive, flexible and always happy to brainstorm with us. They often challenge us to think outside the box and do better, in fact. And not just in terms of online marketing. We love it!”
Marketing Manager for Nostalgie and NRJ Belgium at Mediahuis Belgium.
How do you let the world know that Nostalgie Beach Festival is back after a lockdown break that felt like forever?
80s top 880: a list of the ultimate 880 classics from the eighties. The goal of the campaign? Getting Flanders to tune into the station and attend an 80s party in Antwerp.