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KINK FM was looking for a new strategy and identity. Bohemia Amsterdam showed them the light.
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B2B Visual Branding Case
KINK FMthe Messenger of Music
Client Personnel:
Bohemia Personnel:
Guido van NispenJantien van TolMarco de BoerVictor Neyndor!Tom LawrenceBas Huissen
SituationKink FM is a radio station which o!ers progressive rock and alternative pop music via cable, internet (also mobile) and satellite for over 15 years. "ey o!er music that’s focused on the quality and less orientated at the pop charts. Kink FM is driven by music.
Kink FM wants to enlarge its market share by repositioning the (radio) brand.
TargetQuantitative
• Enlarge Kink FM’s market share from less then 1 % to 5% within 6 years.
Qualitatively
• Kink FM has to be seen as a controversial brand, carried and embraced by intelligent music lovers and seen as modern, innovative and emotional.
Target groupKink FM listeners are culturally connected. "ey are highly educated and have a broad interest. "ey are real music lovers. "ey listen to the radio, still buy CD’s and DVD’s, are regular concert visitors and are continuously busy with music on the internet. "ey are the real fans inspired by their favorite music and loyalty to their station.
StrategyWithout a frequency Kink FM has to lose the FM. From now on we communicate KINK. KINK provides intelligent good 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.
ConceptIf you’re completely dedicated to tell anybody who listens about the best of the best, the new sounds, the new bands, the best guitar player or greatest vocal of today AND tomorrow, you might as well call yourself a true Messenger of Music. People will worship you and pray you can help them through the day. You are their enlightenment.
MediaAdvertisements, online, newsletter, radio commercials, iPhone App
Visualsthe Messenger of Music
Corporate identity"e ray of light in the logo can be adjusted to band name, date of launch and genre.
Corporate identity"e ray of light in the logo can be adjusted to band name, date of launch and genre.
AdvertisementFour ads launching K I N K
AdvertisementOne of four ads launching the new ID in OOR magazine
Introduction Booklettelling the messenger story
Introduction Booklettelling the messenger story
Introduction Booklettelling the messenger story
Introduction Booklettelling the messenger story
Portrait Bob RuscheAll KINK DJ’s where captured in their own color.
Portrait DJ SandstormAll KINK DJ’s where captured in their own color.
Portrait Ingrid PerezAll KINK DJ’s where captured in their own color.
Ad in line with the new ID
MerchandiseShirt
MerchandiseHat
MerchandiseHeadphones
iPhone App"e App to play KINK over the internet is rebranded.
ResultsIn the first month a#er launching the new KINK the amount of listeners grew with 20% market share. A#er six months KINK increased market share up to 40%.
Pity that investors did not see the grow potential and killed KINK a#er all.
RIP KINK, we still miss your sound.
Make a Mark.For more information: Hugo Kalf [email protected] Roest [email protected]
Bohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555bohemiaamsterdam.com
