For over 28 years, Sunshine Live has stood for electronic beats, DJ culture and curated diversity away from chart optimization. In Germany, the label has long been an established name with numerous specialized channels, podcasts and community formats, but it is still in its infancy in Switzerland. As the only platform that curates electronic music in this breadth, Sunshine Live appeals to a target group with purchasing power that spans generations and cultivates close community ties - reinforced by live sets, event presence and continuous interaction.

"Sunshine Live is Home of the DJs - we live, love and breathe electronic music," emphasizes Andreas Reiboldt, Head of Marketing/Brand Management.

Brand experience in a state of emergency

Sunshine Live drove through the parade for the second time this year with its own Lovemobile No. 22 - flanked by Swiss DJs such as EDX, Thomas Lizzara, AANN x Anchi and Caermi. The performance was more than just a marketing gimmick: it was the physical translation of the brand DNA. "The special thing about the electronic scene is the peaceful, unifying energy," says Reiboldt. "When everyone goes home laughing and dancing at the end, we know what we're doing this for."

Added value for the market and brand

Sunshine Live sees itself not only as a broadcaster, but also as a platform that allows listeners to experience electronic music in all its facets - from underground sounds to mainstage acts. The program structure constantly offers listeners new impulses instead of limiting itself to a few rotating hits. This curated offering, combined with live experiences such as the Street Parade, creates an emotional connection that is rare in traditional radio markets. For advertisers, this means access to an active, digital and internationally networked community that not only consumes trends, but also helps to shape them.

Switzerland at a glance

Since 2023, Sunshine Live has also been broadcasting in the greater Zurich area via DAB+, supplemented by its own CH app and formats such as Swiss Selection with Rosanna Grüter. A moderated 90s channel with Finn Rasmussen followed at the end of 2024. This is attractive for advertisers: "Our listeners are loyal, passionate and willing to invest - and they come from several generations," says Jens Strecker, Head of Events Switzerland.

Live Love, Love Life - and Love Brand

This year's Street Parade motto could hardly have been more fitting. It was the perfect backdrop for Sunshine Live to send music passion, community spirit and brand message through Zurich in a single, loud, dancing line.

The Street Parade is a celebration of love, tolerance and respect. Nevertheless, sexual assaults occur every year. With the action "Give you Skin a Voice", a joint action of the city of Zurich and the Bar & Club Commission Zurich BCK, now also at the biggest techno party in the world a sign was set against sexual harassment.

At the parade as well as in various Zurich clubs, removable tattoos with strong statements for self-determination, tolerance and awareness were distributed, drawing attention to the problem where it makes the most sense: on the naked skin.

This with success, according to content and form. How already at the "Caliente! Latin Music Festival the campaign initiated by the Zurich agency was also very well received at the 30th Street Parade. Numerous visitors confidently raised their voices against sexual assault with temporary tattoos, making one thing clear: sexual harassment is out - respecting boundaries is in.

Sexual harassment can be reported anonymously and securely on Zuerich-looks-at.ch.

The digital posters show a hand with a rainbow dildo dancing to a techno beat. The accompanying headline: "You want nz, nz, nz and then bang, bang, bang". The message is meant to directly tell it like it is, while drawing attention to what Amorana has to offer.

As part of this activation, the new brand claim "Feel Amorana." appears for the first time, positioning Amorana as a brand for sexual wellbeing and sexual empowerment.

According to the Family agency, the reactions to the humorous poster were mostly positive. Various passers-by shared the image on social media and expressed their opinions.

As part of this campaign, Amorana has launched special Street Parade discounts and promotions. This is to ensure that the party does not end after the parade.

Responsible at Amorana: Isabelle Schmid, Vivien Wehrli, Renato Gross. Responsible for Family: Claudio Catrambone, Tabea Mader, Marion Gwerder, Jan Walser, Hanja Heuss, Vitalli Peters. Responsible at Mediaeffects: Myrtha Hafner