Weird images for a radio

 
Private radio station Numéro 10 advertises Radio FR with a nostalgic strip dancer and other celebrities. 
Radio Fribourg is celebrating its 20th birthday this year. For the bilingual station, this anniversary is the impetus for a wellness cure: a new face, a new logo and a new website. Radio Fribourg/Radio Freiburg is now known simply as Radio FR, and this modernization is accompanied by an equally youthful campaign from the kitchen of the Numéro 10 agency. The agency, which specializes in buzz, has organized a contest as its first campaign. The motto is: "Anyone can be a star."
Unlike TeleZüri, where personalities such as pastor Ernst Sieber or Franco Knie advertise for sympathy, Gilles Aeby from Numéro 10 has opted for somewhat more offbeat testimonials.
Red Hot Mary is one of the four Fribourg personalities selected for the new Radio FR. The starlet is well-known and very popular for her nostalgic striptease shows. The campaign aims to play with seemingly contradictory aspects: the authenticity of the Fribourg region and the glamorous world of stars and show business - which is just as present on Radio FR as political information.
Rejuvenating the imageFour personalities from the region, all of whom are very well connected in the public eye, were each "given celebrity as a gift" for a week. The media used were posters and advertisements in traditional marketing, but also interviews on the radio and videos on the website in the sense of buzz and viral. The aim of these ideas was to rejuvenate the image of radio and reach the 15-30 generation, "who like to spread the word".
Further activities for Radio FR will follow in the anniversary year.
Andreas Panzeri