Bauer Radio asked us to develop a brand identity, positioning and messaging for Greatest Hits Radio, a brand new station based in Northern England and the West Midlands, with a network that stretches across the nation on DAB. We helped launch the new brand with a marketing campaign and comprehensive implementation process that worked across print, online and outdoor media. GHR offers listeners classic hit music delivered by real, engaging presenters, alongside local news and travel. Advertisers and media planners will benefit from more strategic and consolidated campaigning across the UK with a network of local touch points and content.
Our creative response focused on the development of a very flexible, but strongly graphic ‘grid’ system that echoed the appearance of 70s, 80s and early 90s classic pop and disco dance ephemera. We coupled a positioning line that summarised the escapist sentiment of timeless pop music – THE GOOD TIMES SOUND LIKE THIS – with a well-styled photoshoot featuring a ‘crew’ of friends as they enjoy a Saturday night out in a period dancehall. From those two simple, but powerful core elements, we created a wide range of street posters and outdoor media, animated shorts and live action films for online and social media distribution.
8 months after launch, a second campaign quickly followed. This time, the branding system showed its flexibility as we used it to display the work of photographer Mick Rock, whose iconographic images of 70’s and 80’s pop and rock heroes perfectly matched the playlist and profile of GHR. Media included total bus wraps, roadside 6-sheets and animated online banners.