Malibu Promo, Case study RADIO MALIBOOMBOOM by Optimedia Madrid

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Industry Rum
Media Promo & PR, Case study
Market Spain
Agency Optimedia Madrid
Creative Director Javier Roldan
Released October 2009

Credits & Description

Category: Best Use of Radio
Product/Service: MALIBU RUM
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: OPTIMEDIA, Madrid, SPAIN
Entry URL:
Marketing Director: Carlos Casado (Optimedia)
Creative Director: Javier Roldan (Optimedia)
Planning Director: Macarena Melia (Optimedia)
Account Director: Antonio Bermudez de Castro (Optimedia)
Project Manager: Kiko Fuentes (Optimedia)
Digital Director: Roberto Santos (Optimedia)
Account Executive: Claudia Ramos (Optimedia)
Media placement: Radio - - 19/10/2009
Media placement: Radio - - 19/10/2009
Media placement: Radio - - 19/10/2009

Results and Effectiveness
First social media radio. 427,519 unique listeners in just five months. 7,765,369 users. 4 million searches in Google. 30 million impacts served. 168,782 pages viewed. 87 min/day average listening.

Creative Execution
The TV campaign tells the story of a radio station sitting in a little hut on a Barbados beach. Radio Maliboomboom is the Spanish "branch" of that station: energetic, fun, friendly, uncomplicated. Music ranges from house to hip hop including current pop hits both local and international. The beat of the station is intense, with DJs driving excitement at a hectic rhythm. Our website works as a support frame for all our actions. So do our partnerships with key social networks for our target such as Tuenti (the Spanish Facebook and more important among the Young target), MSN (radiomaliboomboom is the first and only official radio of MSN) or Kedin (the biggest “2.0 meeting point” in Spain for young people). Radio Maliboomboom is the right space for creativity both on the users and the station side. New sections, formats and concepts arise every day, shaping up a hugely alive project.

Insights, Strategy & the Idea
Welcome to the first social media radio in the world. Running the Radio Maliboomboom TV campaign was OK but creating a REAL radio station was even better! By developing this project, Malibu has now created its own communication channel with its target. The idea was to emphasise the brand attributes through the whole radio programming. Radio Maliboomboom is a web-based radio station featuring up to six DJs and broadcasting live over 50 hours weekly. It recovers the spirit of traditional FM, with users asking for their favourite tracks and interacting with DJs, and makes the most of web 2.0 culture and social networks. It features no advertising, not even from Malibu.