The document describes a successful music programming promotion called "Leni Gagga" conducted by German radio station BB RADIO. It introduced Leni Gagga as the youngest head of music to address low listener perception that the station was not playing the best current hits. Over six weeks, Leni Gagga engaged listeners through on-air segments, social media interactions, and a final live event. The promotion was highly successful, improving the station's image for current hits and boosting listener interaction at a low cost. It became one of BB RADIO's most effective promotions ever and strengthened its brand.

1. Leni Gagga:
Germany‘s youngest head of music

2. Leni Gagga:
Germany‘s youngest head of music
First there was a STRATEGIC Problem.
BB RADIOs music strategy is based on current Hits.
But in 2011 not enough listeners in the market
thought we were playing the best current Hits.

3. Leni Gagga:
Germany‘s youngest head of music
So what about …
…a Top 20 Show ?
…a Top 40 Show ?
…the „5 at 5“ – your 5 best current Hits everyday?
…the „6 at 6“ – your 6 best current Hits everyday?

4. Leni Gagga:
Germany‘s youngest head of music
Hard times call for strong personalitieS.

5. Leni Gagga:
Germany‘s youngest head of music
Head of music Gerd Gibbon (3)
during Variety-Crisis
Head of music Leni Gagga ( 6 )
Head of music Bernhard Hiller (45)
during current Hits - Crisis
during times of peace

6. Leni Gagga:
Germany‘s youngest head of music

7. Leni Gagga:
Germany‘s youngest head of music
Keyfacts:
• Leni Gagga was a 6 week Majorpromotion
• Talks, personality stories, Listeners interaction
• 5.000 Songs registered
• Celebrity-Bit „Leni Gaggaoke“
• Final Event with Liveshow
• OVERALL COST: 1500,- € + a pink bycicle
• General Manager: „YEEEEEHHHAAAA!“

8. Leni Gagga:
Germany‘s youngest head of music
And Who Is Leni Gagga???

9. Leni Gagga:
Germany‘s youngest head of music

10. Leni Gagga:
Germany‘s youngest head of music

11. Leni Gagga:
Germany‘s youngest head of music
Final Report:
• Image for best current hits with remarkable
growth
• Strong listeners interaction – more Listeners
became true Fans
• Leni Gagga was one of the best testing
promotions in our history
• It sticks truely unique to the BB RADIO Brand

12. Leni Gagga:
Germany‘s youngest head of music
Kress Award 2011 „Leni Gagga“

13. Bekanntheitsgrad Bewertung
Unter P1-Hörern, die das Element kennen
Leni Gaga - die jüngste Musikchefin Deutschlands/ BB Radio
100
91
80
60
57
40
33
20
10
0
Bekanntheitsgrad Gute Unterhaltung, und Sie wollen Oder finden sie dieses Spiel so Oder finden Sie es ärgerlich und
mehr davon lala, weder gut noch schlecht überflüssig

14. Programm Elementen Assoziation
Auf Basis aller Hörer, die das Element kennen
Leni Gaga - die jüngste Musikchefin Deutschlands/ BB Radio
100
80
77
60
40
20
3 3
1
0
BB Radio 94.3 RS 2 104.6 RTL Antenne Brandenburg

15. Leni Gagga:
Germany‘s youngest head of music
3 ways to Sucessful
Programming

16. Leni Gagga:
Germany‘s youngest head of music
1. Be Strategic

17. Leni Gagga:
Germany‘s youngest head of music
• Promotions are made to change or power up
the images of your station
• Identify weak images of your station first,
before thinking of ideas
• Never do a promotion just because of doing a
promotion

18. Leni Gagga:
Germany‘s youngest head of music
2. Take care of on Air

19. Leni Gagga:
Germany‘s youngest head of music
• Make your promotion sound best on air first,
then think of the rest.
• Social Media is a „nice to have“, not an essential
part of our business. We are broadcasters, not
editors. Listeners are called listeners because
they listen.
• Catching the people emotionally on air will
always work. Radio itself has the power!

20. Leni Gagga:
Germany‘s youngest head of music

21. Facebook Nutzung
Auf Basis aller Hörer
Nutzen Sie Facebook?
100
80
60
55
40 45
20
0
Ja Nein

22. Facebook Nutzung
Auf Basis aller Hörer, die FACEBOOK nutzen
Gehen Sie regelmäßig auf das Facebook Profil von Radiosendern?
100
80
83
60
40
20
17
0
Ja Nein

23. Leni Gagga:
Germany‘s youngest head of music
3. Inspire your Presenters

24. Leni Gagga:
Germany‘s youngest head of music
• As a PD, give your presenters something funny
and emotional to play with
• Inspire them , let them develop the promotion
details together with you
• If they are bored, they will bore the listeners
• Your presenters are the connection to the
people
• Give them something…

25. Leni Gagga:
Germany‘s youngest head of music
THank You!