Impact on the Bluefield brand funnel with radio sponsoring

Aim: Observe visible impact in the brand funnel by increasing Bluefield’s brand awareness.

Solution: Sponsoring the radio show Zakendoen, which is aired on BNR Nieuwsradio every working day. The sponsoring campaign is a multimedia audio, print and online campaign on the BNR and FD platforms.

Impact on the Bluefield brand funnel with radio sponsoring


Bluefield is a hands-on consulting agency specialising in optimising the playing field between processes, data, automation, and reports. They focus on the enterprise market, specifically targeting the finance arena.

Bluefield has a strong growth ambition in line with growing demand for their services from the market. To respond to demand, they wish to grow their brand awareness in their target audience.

Challenge and approach:

Based on Bluefield’s wish to grow their brand awareness on the Dutch market, they surveyed what media their customer base consumes. The great majority of Bluefield’s relations was found to read Het Financieele Dagblad and listen to BNR Nieuwsradio.

Bluefield was promoted as a sponsor of Zakendoen on the radio and in a multimedia campaign on the FD Mediagroep channels from 1 March up to and including 31 August 2021.

The partnership with FD and BNR has made a huge impact in terms of drawing our target audience’s attention to our brand. Many new prospect relations recognise Bluefield when we approach them, for instance, and we remain top of mind for existing relations. FD and BNR provide ample support, so you don't have to invest a lot of time. They really contribute enormously to the process, and I have experienced high flexibility.

Yael Potjer Marketing & Business Development

Concrete approach:

Bluefield’s Zakendoen sponsoring campaign ran from 1 March 2021 up to and including 31 August 2021:

  • Radio campaign on BNR Nieuwsradio with 3 different audio spots
  • Sponsor promotion programme page on
  • Display campaign on
  • Print ads in Het Financieele Dagblad
  • Social posts on Twitter and LinkedIn
  • Independent market research agency assesses sponsoring impact


After 31 August 2021, marketing research agency DVJ Insights conducted an independent survey of the sponsoring campaign’s effect:

  • Compared to six months earlier, Bluefield scores significantly higher across the entire brand funnel.
  • In particular, the consideration (+13%) and assisted awareness (+39%) rose significantly for Bluefield.
  • Listeners and readers of BNR and said they perceive strong relevance, distinctiveness and credibility in relation to Bluefield, which translates into significantly higher interest and activation towards Bluefield.
  • Associations with the Bluefield brand are positive in and of themselves, but the campaign managed to increase this share of positive associations and reduce the number of negative associations.

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