B2C Visual Branding KINK FM

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KINK FM was looking for a new strategy and identity. Bohemia Amsterdam showed them the light.

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B2C Visual Branding KINK FM

  1. 1. B2B Visual Branding CaseKINK FMthe Messenger of MusicClient Personnel: Guido van Nispen Jantien van TolBohemia Personnel: Marco de Boer Victor Neyndorff Tom Lawrence Bas Huissen
  2. 2. SituationKink FM is a radio station which offers progressive rock andalternative pop music via cable, internet (also mobile) andsatellite for over 15 years. They offer music that’s focusedon the quality and less orientated at the pop charts.Kink FM is driven by music.Kink FM wants to enlarge its market share by repositioningthe (radio) brand.
  3. 3. TargetQuantitative• Enlarge Kink FM’s market share from less then 1 % to 5% within 6 years.Qualitatively• Kink FM has to be seen as a controversial brand, carried and embraced by intelligent music lovers and seen as modern, innovative and emotional.
  4. 4. Target groupKink FM listeners are culturally connected. They are highlyeducated and have a broad interest. They are real music lovers.They listen to the radio, still buy CD’s and DVD’s, are regularconcert visitors and are continuously busy with music on theinternet. They are the real fans inspired by their favorite musicand loyalty to their station.
  5. 5. StrategyWithout a frequency Kink FM has to lose the FM. From nowon we communicate KINK. KINK provides intelligent goodmusic to music enthusiasts. With this proposition there hasto be a clear line to other stations.Kink is the alternative, Kink is the messenger of music.
  6. 6. ConceptIf you’re completely dedicated to tell anybody who listens aboutthe best of the best, the new sounds, the new bands, the bestguitar player or greatest vocal of today AND tomorrow, youmight as well call yourself a true Messenger of Music. Peoplewill worship you and pray you can help them through the day.You are their enlightenment.MediaAdvertisements, online, newsletter,radio commercials, iPhone App
  7. 7. Visualsthe Messenger of Music
  8. 8. Corporate identityThe ray of light in the logo canbe adjusted to band name, dateof launch and genre.
  9. 9. Corporate identityThe ray of light in the logo canbe adjusted to band name, dateof launch and genre.
  10. 10. AdvertisementFour ads launching K I N K
  11. 11. AdvertisementOne of four ads launching thenew ID in OOR magazine
  12. 12. Introduction Booklettelling the messenger story
  13. 13. Introduction Booklettelling the messenger story
  14. 14. Introduction Booklettelling the messenger story
  15. 15. Introduction Booklettelling the messenger story
  16. 16. Portrait Bob RuscheAll KINK DJ’s where capturedin their own color.
  17. 17. Portrait DJ SandstormAll KINK DJ’s where capturedin their own color.
  18. 18. Portrait Ingrid PerezAll KINK DJ’s where capturedin their own color.
  19. 19. Adin line with the new ID
  20. 20. MerchandiseShirt
  21. 21. MerchandiseHat
  22. 22. MerchandiseHeadphones
  23. 23. iPhone AppThe App to play KINK over theinternet is rebranded.
  24. 24. ResultsIn the first month after launching the new KINK the amountof listeners grew with 20% market share. After six monthsKINK increased market share up to 40%.Pity that investors did not see the grow potential and killedKINK after all.RIP KINK, we still miss your sound.
  25. 25. Make a Mark.For more information:Hugo Kalf hugo@bohemiaamsterdam.comKyra Roest kyra@bohemiaamsterdam.comBohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands+31 [0]20 42 33 555bohemiaamsterdam.com

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