An identity that shines light

An identity that shines light

Situation

Kink FM is a radio station which offers rock and alternative pop music via cable, internet, and satellite for over 15 years. They offer music that’s focused on quality and less orientated toward the pop charts. Kink FM is driven by music. Kink FM wants to enlarge its market share by repositioning the (radio) brand.

Target

Quantitatively

  • Increase Kink FM’s market share from less than 1 % to 5% within 6 years.

Qualitatively

  • the UK (> 500.000)
  • the Netherlands (>150.000)

Target group

Kink FM listeners are culturally connected. They are highly educated and have a broad range of interests. They are authentic music lovers. They listen to the radio, still buy CD’s and DVD’s, are regular concert visitors, and are continuously busy with music on the internet. They are the real fans inspired by their favorite music and loyalty to their station.

Strategy

Without a frequency Kink FM has to lose the FM. From now on we communicate KINK. KINK provides intelligent high quality music to music enthusiasts. With this proposition there has to be a clear line to other stations.

Kink is the alternative,
Kink is the messenger of music.

Concept

If you’re completely dedicated to spreading the word to people about the best of the best in music, the newest sounds, the newest bands, the best guitar player or greatest vocalist of today AND tomorrow, you might as well call yourself a true Messenger of Music. People will worship you and pray that you can help them through the day.

You are their enlightenment.

An identity that shines light
An identity that shines light
An identity that shines light
An identity that shines light
An identity that shines light
An identity that shines light

An identity that shines light
An identity that shines light
An identity that shines light

An identity that shines light
An identity that shines light
An identity that shines light

An identity that shines light
An identity that shines light

Results

In the first month after launching the new KINK the amount of listeners grew with 20% market share. After six months KINK increased market share up to 40%.

Pity that investors did not see the growth potential and ended up killing KINK after all. RIP KINK, we still miss your sound.

How may I help you?

What is your challenge? You can call me at 31204233555 or leave a message.
I will respond within one business day.
Hugo Kalf - Managing Director

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