SLAM!
Boost your life
Challenge
Radio station SLAM! is right in the heart of its target audience. They are the audience! But how do you precisely articulate what you are? What you want to convey to the audience? How to convince them that they can identify with the brand and its offerings? SLAM! needed a new story with an inspiring and activating pay-off to match.
And what kind of visuals go along with that? How do you convey the message through striking images that immediately strike an emotional chord with the audience? R you ready?
Results
During the period of May-June 2022, SLAM! saw a strengthened market share, increasing from 4.7% to 5.8% among the 20-34 age group.
Listeners are in search of new experiences, new challenges. At SLAM!, they say: bring it on!
Brand positioning
At SLAM! headquarters, we kicked off with a strategic workshop – a session to capture SLAM!'s DNA and better understand the target audience. What are they searching for? What do they unconsciously desire? What is their worldview? And how do we frame it? By aligning the story with the audience's worldview, the brand gets heard. The focus is on making that emotional brain connection with the audience from our own story. It was our challenging task to sharpen SLAM!'s worldview and communicate with the audience even better through storytelling.
The SLAM! listener belongs to the generation that wants to celebrate life, get the most out of it, and fully enjoy it. They want everything and want it now. They desire to feel free, to be themselves, go out, have fun, dance, flirt, make friends, and most importantly, have a blast together. Kicks & thrills. Roast & pranks.
Music gives them extra energy. It's their booster, mood setter, and party starter. It motivates them and keeps us going! Whether at home, on the go, or at work. During festivals, chill sessions, or workouts. They are on, enthusiastic, and filled with positive energy. Nothing and no one can stop them. Together with SLAM!, they challenge the status quo and push boundaries.
Boost your life!
Photography
A powerful, unique story requires matching visuals – images that exude fun, energy, atmosphere, and freedom. Yet, these images should also be practical for use in both online and offline campaigns. To be honest, we've achieved that – and quite well too! Each campaign image breathes SLAM!'s core values. They are images that the target audience recognizes in themselves.
Campaign
After completing the strategic positioning and developing the corresponding visuals to frame the story optimally, it's time to organize the communication into an architecture. An overview of various angles from which we can present SLAM! as a brand. This means communicating from Branding when aiming to increase brand awareness or further charge the brand values among the target audience.
Alternatively, SLAM! can communicate from its offerings, the radio programs. Or ambassadors can speak out – well-known DJs and artists who are gladly associated with SLAM!. They share the same worldview.
Each campaign message follows the same structure to enhance recognizability. The introduction is always engaging, in your face, and grabs the recipient's attention. The campaign slogan 'Let's go!' reinforces the message. The accompanying photography speaks for itself and taps into the recipient's emotions.
Want to know more about this case?
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