Virgin Montreal launch the world's first radio DJ set broadcast live from a billboard.

The event was created to launch the new Astral Radio campaign for Montreal’s Virgin Radio 96 station, which was Virgin Radio’s first image campaign since the brand was launched in Montreal in 2009.

Our mandate was to own the Top 40 music universe, Virgin Radio 96’s niche, and to further promote the prestigious brand in Montreal, while at the same time adapting it to a local reality. This campaign mainly targeted Montreal’s anglophone market and aimed to reach women 25-34 by showcasing the glamourous world of Top 40 radio.

As an activation initiative for the launch, we built a special billboard equipped with a built-in DJ booth and created a street-level event where we threw a radio dance party hosted live from the billboard, marking the first time ever that a radio show had been broadcast live from a billboard.

Client: Virgin Radio 96
Chloé Boissonnault, Senior Director, Communications & Marketing;
Martin Spalding, Vice-President, General Manager, Astral Radio Montreal;
Mark Bergman, Brand Director, Virgin Radio 96 and Mathew Wood, Promotions Director.

Agency: BCP
Etienne Bastien, Vice-President and Creative Director;
Jonathan Rouxel, Co-Creative Director;
Jérôme Bajulaz, Artistic Director;
Dom Bulmer, Copywriter;
Karim Fakhoury, Designer;
Frédérique Bissonnet, Print Production;
Laurent Nadeau, Account Director;
Michèle Bastien, Account Manager;
Erika Khanna, Coordinator;

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