Background:

BNR Digitaal is the leading Dutch radio show focussing on the internet, technology, IT, cybersecurity and telephony. Herbert Blankesteijn, the show’s host, has been BNR Nieuwsradio’s authority in this domain for years now.

A large group of loyal listeners tune in to BNR Digitaal at 15:00 every Wednesday. It is also one of the most popular podcasts in the BNR stable.

Orange Cyberdefence on the collaboration

‘We have been sponsoring the radio show BNR Digitaal for several years now. This is more than just sponsoring to Orange Cyberdefense; we see it as a very successful partnership with two sides.
On the one hand, BNR’s editors and our experts are growing in mutual understanding because we tackle topics and current affairs in the knowledge session that are often suitable for discussion on the show.

Being agile is vital in the case of current news to which our experts can react, so this happens on a regular basis. Of course, these are excellent opportunities for us to share our views with the listeners and engage this target audience even more deeply with interesting and current topics relating to cybersecurity.

On the other hand, the sponsorship yields important insights into our brand awareness through the annual DVJ survey. This is very important to us because the survey shows whether awareness of our brand in the Netherlands is growing. It also shows whether the target audience knows that Orange Cyberdefense works towards creating a safe digital society every day.’

Result:

• The great majority of BNR listeners believe the collaboration of BNR Digitaal and Orange Cyberdefense to be fitting.
• Many respondents also feel that it is a good addition, and that the sponsoring is clearly visible.
• The exposed group (who were confronted with at least one of the messages) shows a significantly higher score throughout the brand funnel compared to the non-exposed group.