Get up and glow, Magic Radio

Sometimes repositioning a brand is tougher than a complete change, but we’re delighted with our new campaign work for Bauer Media’s most established, mainstream radio brand. Aimed directly at courting 35-50yr-old, mainly suburban / metropolitan women, we’ve given the station a careful makeover, designed to turn heads without scaring existing listeners away.

Working closely with Bauer’s marketing team and their independent media buyers, we developed new, sharp, clean, brand positioning and delivered a strong, memorable look in TV, Out-Of-Home, Social, Digital, Print and Experiential channels. The campaign’s creative treatment frames key presenters Gok Wan & Harriet Scott, Mel Giedroyc, Nicki Campbell and Gaby Roslin, in a ‘living glow’ of colour and movement created by a team of dancers. With filming and stills material shot, in tandem, in a huge contemporary studio space, the direction adds a little bit of knowingness to action, while the cinematography and lighting accentuate Magic’s timeless warmth.

We’ve also modernised Magic’s core logo and its sub-brands, updated its colour scheme, typeface system and refreshed the brand’s identity guidelines, to ensure the station looks absolutely gorgeous for its next phase of its life.