Republica: Bernese lured to the radio for Capital FM
The capital city radio station Capital FM wants to attract more listeners. For this reason, Republica has laid out appropriate bait.
A bear trap serves as the stage for the advertising campaign. Republica designed the new print presence for Capital FM under the motto "The exciting Bernese radio". Both the positioning themes, such as music and news, as well as the broadcasting channels and events, such as the Bärner Morgeshow, were to be presented in an unmistakable way.
The creatives at Republica had forbidden themselves to use the Bernese bear, preferably with headphones, to represent the capital city radio station. Instead, they created a new, unmistakable symbol for Capital FM: a trap to emotionally attract and grab Bernese radio listeners in a figurative sense. In order to advertise the Bärner Morgeshow on TV in a selective and media-friendly way, Republica decided not to show the presenter Monika Buser in the print version, just like the bears. Instead, she lends her arms and hands to a sleepy man in his mid-thirties to get ready in the bathroom in the morning. The slogan: "Waking up can be so pleasant when you start the day with Capital FM".
Responsible at Republica: Chris Morgan (overall responsibility), Stephanie Schneuwly (consulting), Mike Krüll (CD and text), Lara Klopper (graphics), Gary Jude (composing), Topfuel (film production). Responsible at Capital FM: Peter Scheurer (Business and Program Manager), Melanie Friedli (Head of Marketing Communications), Lisa Catani (Assistant Marketing Communications), Sascha Haussener (Soundtrack Spot).
