Looking Back at the 27th Edition of the NRJ Music Awards

As a major partner, NRJ Mobile made its mark on the Croisette with an activation designed specifically for 18–25-year-olds.

On the agenda: a 360° strategy combining branding, exclusive content, and immersive on-site presence on the red carpet and backstage, capturing the festival’s emotion up close.

🚀 The campaign was amplified by influential content creators, delivering powerful and authentic reach among young audiences.

✨ In an exclusive interview, Julie Rageys, Head of Communications at NRJ Mobile, and Aurélie ADELE-AMELIE, Social Media Project Manager at Bouygues Telecom and NRJ Mobile, share behind-the-scenes insights and strategic objectives behind this activation.

To celebrate its 20th anniversary, SAM made a strong impact at the NRJ Music Awards 2025 with a 360° activation.

🔊 Audio & Social Media Campaign

• Awareness campaign promoting responsible habits before going out
• Social media contest

🪩On-site Activation & Visibility

• Festive DJ set at the NMA Before Party
• Red carpet appearance
• Backstage presence featuring the iconic “Samfies”

👉 A look back in pictures at this festive and responsible activation.

🎃 To celebrate Halloween, FINI and the JEAN-PAUL collective designed a playful and memorable phygital activation to strengthen brand awareness.

🍬 Connected Experience
FOOH (Fake Out Of Home) video on social media
🚪Event Pop-Up
XXL magic door offering candy or VIP access to the NMA
📣 Influence Strategy
Brand embodiment by @Anaprone, engaging directly with the audience.
👉 In an exclusive interview, Yann Le Henry, Country Manager at FINI, breaks down this original activation.