Eye catcher for the ear

Radio Cavegnwerbung has put the microphone on the poster for Radio 24, the first major advertising campaign for Radio
24 was a campaign by the listeners. Thousands of white
They have mounted flags on the aerials of their cars and thus
demonstrated: "We want Radio 24!" A later first campaign from professional creation was the
Streetcar panels in Zurich with the enigmatic messages in the style of
"Radio schamp Arsch tark." No less radiophonically playful in another campaign were
T-shirts with song titles such as "Girls, Girls, Girls" in the enlightening
Combination with the Radio 24 logo.

Now, for the first time, a "real" campaign with classically designed
print subjects will be launched. Following an already successful advertisement for TeleZüri, Cavegnwerbung has secured pole position in a
agency evaluation. Markus Cavegn has seized the opportunity and
presented "a whole range of proposals". From this, the radio
Finally, the most striking idea with microphones in all variations
as an advertising medium for the acoustic medium.

With Markus Tränkle at the concept desk, Julien Vonier at the camera and
Nora Fehr on the graphic compi Cavegn now has the first seven subjects
realized. These only work with their image statement, immediately
understandable in the image area. However, the advertisements can be
additional text lines on the various detailed statements
can be broken down and used in multiple ways. Cavegn has placed the "multiculturally understandable" advertisements on the Brand
structured. They are based on graphic elements from the logo and
only work with the microphone as a picture element - "the only symbol,
which comprehensively marks the world of radio".

In the individual subjects, these microphones are now used for various
brought to life. The journalistic competition among the local
Radios, for example, are equipped with microphones that push forward with
marked with fake logos. The loyal listeners of Radio 24 will be
illustrated with microphones that evoke associations with a family - a
small microphone as a "daughter" leans on the "mother", who like
a little smaller than the "father" in human families
is designed.

"Compact, powerful, simple - but not clumsy," describes Markus Cavegn
the striking effect of his microphones as a message carrier for radio
24. they are immediately perceived as eye-catchers - and work
then in the mind as advertising around a medium for the ear. Fast - so
as also communicated by Radio 24.
In the run-up to his design, Cavegn carried out intensive research in the field of
radio advertising. He also has all the radios in Germany
analyzed and discovered to his surprise that until now no one had ever
anyone has worked with the idea of microphones. "But it is the
The only visual element that can be used to illustrate the essence of radio making in an instant."

With the microphone in combination with the Radio 24 logo, this
This outstanding symbol is also associated with the keyword "Hero". -
A role for Zurich's local radio station, which is also associated with this
campaign is to be communicated. The advertisements appear in the
Commuter newspaper 20 Minuten and Tages-Anzeiger. Later, there could also be
Posters follow.

The strategy of Radio 24
Program Manager Markus Mager: "Our strategy is based on the
Three-pillar principle: information, service and music. The fact that
with Info24, the most listened to info magazines of all private broadcasters
proves that consumers are also aware of this fact.
perceive it that way. Over the next few months, we will continue to
Include service elements in the program. All under the aspect that
we make the lives and everyday life of our listeners more beautiful, exciting
and make it easier. A very important factor when it comes to
why someone chooses Radio 24: Because we deal with
service and content from our competitors. "

Andreas Panzeri