JWT+Hostettler+Fabrikant launches national launch campaign for Radio 105
September 9, 2009, marks the official launch of a new Swiss radio station: Radio 105. To mark the launch, the Zurich-based agency JWT+H+F designed a wide-ranging launch campaign.
September 9, 2009 marks the official launch of a new Swiss radio station: Radio 105. To mark the launch, the Zurich agency JWT+H+F has created a broad-based launch campaign. The campaign idea itself dramatizes that Radio 105 plays the music that fully corresponds to the target audience. Which is summarized by the claim: "Radio 105. Sounds like me". Advertisements, posters, online advertising and various media activities announce the new radio station.
In a 4-month test phase before the official start of broadcasting, work was carried out together with listeners to ensure that the radio offers exactly what the target audience wants to hear. These test listeners were sought and found in a campaign by testing their knowledge and passion for music. Also in the run-up to the start of broadcasting, a casting campaign sought and found the 5 young people who would be featured in the launch campaign for the new station from a large number of applicants. The selection, the photography and the appearance in general convey Radio 105's claim to be absolutely non-mainstream.
The launch campaign, which communicates this positioning, then moves on to a second phase in which print motifs provide more details about the radio. Further communication measures, including a national TV campaign, will follow on an ongoing basis.
Responsible at Radio 105: Giuseppe Scaglione (Managing Director), Paola Libera (Head of Marketing). Responsible at JWT+H+F: Remy Fabrikant (overall responsibility), Reto Baumann, Jennifer Rimann (consulting), Grischa Rubinick, Enrico Bachmann (creative direction), Mathias Bart (text), Juventino Mateo Leon (photography), Süsstrunk & Jericke (image processing).
In a 4-month test phase before the official start of broadcasting, work was carried out together with listeners to ensure that the radio offers exactly what the target audience wants to hear. These test listeners were sought and found in a campaign by testing their knowledge and passion for music. Also in the run-up to the start of broadcasting, a casting campaign sought and found the 5 young people who would be featured in the launch campaign for the new station from a large number of applicants. The selection, the photography and the appearance in general convey Radio 105's claim to be absolutely non-mainstream.
The launch campaign, which communicates this positioning, then moves on to a second phase in which print motifs provide more details about the radio. Further communication measures, including a national TV campaign, will follow on an ongoing basis.
Responsible at Radio 105: Giuseppe Scaglione (Managing Director), Paola Libera (Head of Marketing). Responsible at JWT+H+F: Remy Fabrikant (overall responsibility), Reto Baumann, Jennifer Rimann (consulting), Grischa Rubinick, Enrico Bachmann (creative direction), Mathias Bart (text), Juventino Mateo Leon (photography), Süsstrunk & Jericke (image processing).
