NPO 3FM plays a prominent role in the Dutch pop music scene. Each year, NPO 3FM presents the 3FM Awards – the pre-eminent radio awards for Dutch pop acts and pop artists, as voted for by NPO 3FM’s listeners. Develop a campaign for the 3FM Awards in which NPO 3FM is positioned as a radio station that is committed to and champions Dutch artists and productions. Key core values for this campaign are ‘love of music’ and authenticity.
The 3FM Awards are the number one ‘people’s choice’ awards for Dutch music. Members of the public vote for their favourite artists, bands or acts. This means that fans are of crucial importance for both the 3FM Awards as well as the artists. Without the fans there would be nothing to win. This prompted BrandBase to develop the concept ‘No fans. No glory’ – the campaign in which fans play a central role. The documentary-style photography and film material highlight the authenticity of the fans and the positioning of NPO 3FM.