eco99fm radio station reached a plateau. So we stopped thinking radio and started thinking audio. Enter eco99music, the first app to offer music not by genre, but by the user’s current situation – Israel’s no.1 music service (Sorry, Spotify)
Strategy: Max Shcherbakov & Sahar Lewenstein
Chief Creative Director: Sahar Lewenstein
Chief Art Director: Miriam Moshinsky
Account Supervisor: Tamar Beck
Senior Copywriter: Tal Manor
Art Director: Yanay Halevy
ADVERTISING, BRAND ASSETS, BRAND EXPERIENCES, BRANDING, CONTENT, DIGITAL PRODUCTS
eco99fm: “We aim to become Israel’s no.1 music radio station”.
Hooligans: “Challenge accepted”.
But for that we had to do something crazy:
Stop thinking RADIO and start thinking AUDIO.
Audio is the only format you can engage with while doing something else = infinite consumption opportunities.
Until then, we chose our music by genre. But researching people's search patterns showed that they were searching for music by situation ("music for a run").
The same genre will sound very differently in different situations (pop to run with vs. pop to study with).
From common situations (driving, running, working) to long-tail niche situations (floor mopping, one night standing, babysitting, JAVA programming and many more).
eco99music quickly became Israel's no.1 music service, with over a million daily users (every 6th Israeli uses it).
It has became a serious growth engine and data collector, with in-app advertising and purchases.
Oh, and the radio station's reach grew by almost 50%, becoming Israel's no.1 music radio. Boom.