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
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.
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.
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.
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.
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
iPhone AppThe App to play KINK over theinternet is rebranded.
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.
Make a Mark.For more information:Hugo Kalf email@example.comKyra Roest firstname.lastname@example.orgBohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands+31 20 42 33 555bohemiaamsterdam.com