Attaining then maintaining market leadership.
Brand creation and development
Brand positioning
Design strategy
Communications
Dutch radio brand 538 is known for its cheeky and controversial campaigns. Back in 1999, Radio 538 were a bunch of radio fanatics wanting to grow their brand. On teaming up with BSUR, we set to work, aligning all their activities under the motto RADIO = 538. A cheeky claim as 538 were number 4 in the market. We then developed a strong visual identity which continues to be used to this day. In no time, this combination lead to 538 becoming the market leader. A position they held for 20 years.
From interactive brand content to numerous commercials and print outings, we changed the way the brand works to be more inclusive to its listeners. Most importantly, we made radio visible.
538 kept the tiny car we made for the TVC and now use it for events. Watch Armin van Buuren take it for a spin!
HIERRR MET JE REKENING is a radio format. Listeners submit their bills (and the stories behind them) for a chance to have them paid by Radio 538. Stories range from bizarre to hilarious, to extremely emotional. Our headline campaign befitting 538’s cheeky tone of voice to entertain and inspire people to call in.
Each line was purposely written with two OOs in it so we could ‘visualise the copy’ with 538’s iconography. This made it a 538 campaign in the simplest, most recognisable way possible.
Some headlines were written for certain locations for a more targeted approach and reaction.
During a blackout, the trains weren’t running, within minutes, 538 placed this line at stations.
Some headlines were written for certain locations for a more targeted approach and reaction.
During a blackout, the trains weren’t running, within minutes, 538 placed this line at stations.
Timestamp
The timestamp is used throughout RADIO 538's media channels, such as here on social media during the Olympics.
