Manchester’s very own Key 103 radio station is a bit of legend in its’ own town, but time and a little bit of treading water had started to lead loyal audience astray. In short, when they came to us Key needed to update its’ relationship with listeners to reduce a significant audience decline, drive reappraisal of their brand by being more relevant to a younger target audience, be direct about it and clearly describe the music they now play. As a final component to Bauer’s brief, they want us to do it quickly – in fact, they needed it on sites all over Manchester in 14 days.
We got rapidly to the simple, punchy MORE HITS THAN EVER campaign line and, once we’d realized that shortening every artist’s name to a single word made them all feel like friends – of the station and of its’ listeners – the visuals started dropping into place. The resulting campaign ran all over Manchester, in print, on digital posters, taxis, buses and online. We subsequently created a ‘take-over’ campaign of sites the Manchester Arena.