Attaining and maintaining market leadership for 20 years.
Brand creation and development / Brand positioning / Design strategy / Communications
Market leader Radio 538 is known for its cheeky and controversial campaigns. 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. This was a ballsy 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.