We’re Friends with Benefits with Virgin Radio Romania

We’re Friends with Benefits with Virgin Radio Romania

What’s there to do when you have a cool radio, three show hosts and want to give listeners the chance to interact with them?

Drum roll, please: we present you Friends With Benefits, an online/offline activation by Virgin Radio Romania.

We rolled up our sleeves and proposed both the concept and the design for an online platform aimed at maximising the popularity of the 3 DJs who host the morning show Virgin Tonic. The platform accompanied an ample BTL action in which the 3 DJs travelled the country from 28th of April to the 6 in order to make as many new friends. We created individual cards for each DJ containing a code which could be used to submit a friend request, a.k.a. a vote. The DJs spread these codes in all of their offline interactions with the fans.

The concept

The charismatic trio wants to befriend the listeners of their radio and become their Friends With Benefits. The benefits? The DJ who had the biggest number of friends would pick one of them and take him/her in a unforgettable summer trip. Each DJ chose an experiential holiday inspired from their hobbies, in order for the listeners to get to know the real people behind the speakers.

The landing page of the contest was filled with photos of the three DJs, a lighthearted bio, and details about the holiday experience. All topped off with friend request buttons and a real-time chart of the leaderboard.



Shurubel is so passionate about music he’d take the winning fan to Tomorrowland, the very best festival electro experience.



Football fanatic Ionuț wanted to take his lucky fan to watch a football match of his favourite team, Real Madrid straight from Santiago Bernabéu.



Whereas Bogdan is addicted to the adrenaline rush only driving can give you. His lucky fan would have accompanied him at an F1 final.


And then…Reme happened

The boys were super competitive, trying to outshine each other in the attempt of getting the highest numbers of friends. This was sponateously interrupted by none other than Andreea Remețan, the charismatic shopaholic host. She joined the competition and unlocked the digital version of the codes, to catch up with the number of friend requests.

Her prize: a shopping trip to Milan.


The results

The DJ with the biggest number of friend requests is no other than Bogdan who will take a lucky winner who wanted to befriend him to the Formula 1 Grand Prix.

Share this story on: