TBWA\Zurich is agency of Radio 1
The advertising agency for Roger Schawinski's new radio station, Radio 1, is TBWA\Zürich. The logo and corporate design are intended to set the visual tone, tailored to an adult audience.
The advertising agency for Roger Schawinski's new radio station Radio 1 is TBWA\Zürich. According to a press release, the agency has successfully aligned its concept with Schawinski's new frequency and his claim "For adults only". The logo and corporate design, which are geared towards an adult target group, will set the visual tone. Roger Schawinski comments on the choice of agency: "We chose TBWA because they very quickly understood the potential behind the project. And because they were just as quick and uncomplicated to get involved."
Incidentally, the "Adults only" claim is already being used by Radio eins in Berlin. "I asked them if I could use it and offered to buy it for Switzerland," explains Roger Schawinski when asked by Werbewoche.
"They then officially gave it to me as a gift. Incidentally, it was not protected in Switzerland. Schawinski is convinced by this slogan: "'Only for adults' is considered by radio producers in Germany to be the most ingenious claim at the moment, much better than all the undefined 'the best songs of all time' slogans. We are proud to be able to use this claim for Switzerland. It expresses better than anything else what we are aiming for". "We have been working for Radio 1 for around a week", says TBWA/Zurich CEO Andy Hostettler to Werbewoche. The agency has therefore designed the logo at a rapid pace. His crew is currently working on the corporate design. The visual language is not "fancy" or overloaded, but is aimed at an audience that has had enough of the existing channels and is looking for a grown-up alternative.
TBWA is also working on the launch campaign. It will consist of two stages: The station's pre-launch phase will be accompanied by streetcar and poster advertising, while "other stops" will be pulled out after the actual start of the broadcast. "It will definitely be a crossover story, we want to work with other advertising media and events," says Hostettler. His agency is currently working out the details.
The collaboration with Roger Schawinski is going very well, explains the TBW/Zurich boss. "It's a give and take. Roger Schawinski himself is a very creative guy. A lot of things are created directly at the table during meetings". The former radio pirate is an incredibly quick decision-maker, which makes the work very efficient. "It's great for us to look after a customer like this. He embodies what we do ourselves: He dares to go for unconventional solutions and looks for the gap."
Does a man like Schawinski even need commercial advertising for his latest project when his every move is met with an enormous response in the editorial section of the media? "Yes," says Hostettler. "Advertising is important for him to be able to build a brand quickly. And if you advertise, it makes sense to use an agency". In Hostettler's eyes, Schawinski would certainly be able to create attractive advertising himself. With the agency, however, he would have experts at his side who could provide critical feedback on his ideas and make new suggestions. "Roger Schawinski has to get people interested in his station very quickly in order to become relevant for the advertising industry. Advertising is the right way to do this."
Incidentally, the "Adults only" claim is already being used by Radio eins in Berlin. "I asked them if I could use it and offered to buy it for Switzerland," explains Roger Schawinski when asked by Werbewoche.
"They then officially gave it to me as a gift. Incidentally, it was not protected in Switzerland. Schawinski is convinced by this slogan: "'Only for adults' is considered by radio producers in Germany to be the most ingenious claim at the moment, much better than all the undefined 'the best songs of all time' slogans. We are proud to be able to use this claim for Switzerland. It expresses better than anything else what we are aiming for". "We have been working for Radio 1 for around a week", says TBWA/Zurich CEO Andy Hostettler to Werbewoche. The agency has therefore designed the logo at a rapid pace. His crew is currently working on the corporate design. The visual language is not "fancy" or overloaded, but is aimed at an audience that has had enough of the existing channels and is looking for a grown-up alternative.
TBWA is also working on the launch campaign. It will consist of two stages: The station's pre-launch phase will be accompanied by streetcar and poster advertising, while "other stops" will be pulled out after the actual start of the broadcast. "It will definitely be a crossover story, we want to work with other advertising media and events," says Hostettler. His agency is currently working out the details.
The collaboration with Roger Schawinski is going very well, explains the TBW/Zurich boss. "It's a give and take. Roger Schawinski himself is a very creative guy. A lot of things are created directly at the table during meetings". The former radio pirate is an incredibly quick decision-maker, which makes the work very efficient. "It's great for us to look after a customer like this. He embodies what we do ourselves: He dares to go for unconventional solutions and looks for the gap."
Does a man like Schawinski even need commercial advertising for his latest project when his every move is met with an enormous response in the editorial section of the media? "Yes," says Hostettler. "Advertising is important for him to be able to build a brand quickly. And if you advertise, it makes sense to use an agency". In Hostettler's eyes, Schawinski would certainly be able to create attractive advertising himself. With the agency, however, he would have experts at his side who could provide critical feedback on his ideas and make new suggestions. "Roger Schawinski has to get people interested in his station very quickly in order to become relevant for the advertising industry. Advertising is the right way to do this."
