Comedic makeover
Radio La Première, a radio station in French-speaking Switzerland, is popular—but has so far barely reached young people. An image campaign is now intended to remedy this.
Radio Radio La Première in French-speaking Switzerland is popular - but has hardly reached young people so far. An image campaign is now being launched to remedy the situation.radio La Première radio in French-speaking Switzerland is popular - but has hardly reached young people so far.an image campaign is now being launched to remedy the situation.
Everyone complains about the interchangeable radio stations. The makers themselves are the loudest. Their performance figures remain virtually unchanged at a low level. Only the state stations are not joining in this lament. The first station chains in particular leave the private competition far behind in terms of average daily net reach and listening time. This lead is even more striking when compared to the foreign state broadcasters.
Market share of a good 40 percent
Apparently, well-produced programs with a higher language component are reaching an increasingly broad and loyal audience in this country. La Première's market share has risen from 35.7 percent in four years to a good 40 percent last year. However, the glow of success fades when the reach is broken down by age group. This shows that the public broadcaster barely reaches the younger age segment. This is despite the fact that La Première has greatly modernized its vessels, programmes and positioning since the end of the 1990s, according to Edith Calamandrei from Radio Suisse Romande.
The image conveyed by the station lagged behind the refreshed product and self-image. Campaigns at the time focused on the creators and the reality of the station in order to promote the new programs. However, the Lausanne agency Angebault Portenier recommended a brand strategy with a new corporate design and a change of perspective towards the consumers, who were to be made aware of La Première's values - proximity, ethics, universality and the special relationship with the listeners. The race to catch up began in 2000, initially with the announcement of the new logo and later with image campaigns that aimed to position the station as a progressive and open-minded broadcaster.
When those responsible for the current year decided to bid for the program again, La Première put the advertising budget out to tender again. The Lausanne-based company successfully defended the mandate.
CD Yves Portenier explains the advertising strategy: "We didn't want to fall back into the traditional scheme of 'contribution authors and programme notes', but rather contextualize the social broadcasting topics from the listener's point of view." The result, TV and cinema spots, are highly witty and atmospheric everyday dialogs in a family of carefully cast actors.
All about watercress
In a refreshing way, situations are shown in which the son, the mother and even the house nurse surprise the other people present with their cultivated eloquence. Be it when they recommend bloodthirsty Tarantino films with feuilletonistic excursions or encyclopedically explain the valuable properties of watercress. The resolution: "La Première. Il parait que tout le monde
l'écoute!"
"To appeal to a younger target group, you have to avoid any manipulative influence and instead adapt their codes, i.e. use humor and truth," says Yves Portenier. By positioning the radio station as a communicator of sophisticated everyday knowledge, the aim is not only to attract younger listeners, but also to reaffirm La Première's regular listeners in an ironic way.
In addition to the strong image channel for the emotional media of TV and cinema, the campaign includes the placement of advertisements for tactical communication measures.
Witty dialog: Listening to La Première will surprise your family with small talk of a sophisticated kind.
Luca Aloisi
Everyone complains about the interchangeable radio stations. The makers themselves are the loudest. Their performance figures remain virtually unchanged at a low level. Only the state stations are not joining in this lament. The first station chains in particular leave the private competition far behind in terms of average daily net reach and listening time. This lead is even more striking when compared to the foreign state broadcasters.
Market share of a good 40 percent
Apparently, well-produced programs with a higher language component are reaching an increasingly broad and loyal audience in this country. La Première's market share has risen from 35.7 percent in four years to a good 40 percent last year. However, the glow of success fades when the reach is broken down by age group. This shows that the public broadcaster barely reaches the younger age segment. This is despite the fact that La Première has greatly modernized its vessels, programmes and positioning since the end of the 1990s, according to Edith Calamandrei from Radio Suisse Romande.
The image conveyed by the station lagged behind the refreshed product and self-image. Campaigns at the time focused on the creators and the reality of the station in order to promote the new programs. However, the Lausanne agency Angebault Portenier recommended a brand strategy with a new corporate design and a change of perspective towards the consumers, who were to be made aware of La Première's values - proximity, ethics, universality and the special relationship with the listeners. The race to catch up began in 2000, initially with the announcement of the new logo and later with image campaigns that aimed to position the station as a progressive and open-minded broadcaster.
When those responsible for the current year decided to bid for the program again, La Première put the advertising budget out to tender again. The Lausanne-based company successfully defended the mandate.
CD Yves Portenier explains the advertising strategy: "We didn't want to fall back into the traditional scheme of 'contribution authors and programme notes', but rather contextualize the social broadcasting topics from the listener's point of view." The result, TV and cinema spots, are highly witty and atmospheric everyday dialogs in a family of carefully cast actors.
All about watercress
In a refreshing way, situations are shown in which the son, the mother and even the house nurse surprise the other people present with their cultivated eloquence. Be it when they recommend bloodthirsty Tarantino films with feuilletonistic excursions or encyclopedically explain the valuable properties of watercress. The resolution: "La Première. Il parait que tout le monde
l'écoute!"
"To appeal to a younger target group, you have to avoid any manipulative influence and instead adapt their codes, i.e. use humor and truth," says Yves Portenier. By positioning the radio station as a communicator of sophisticated everyday knowledge, the aim is not only to attract younger listeners, but also to reaffirm La Première's regular listeners in an ironic way.
In addition to the strong image channel for the emotional media of TV and cinema, the campaign includes the placement of advertisements for tactical communication measures.
Witty dialog: Listening to La Première will surprise your family with small talk of a sophisticated kind.
Luca Aloisi
