‘Kerrang’ is the noise made by playing a power-chord on an
electric guitar.
As an established magazine and
TV channel Kerrang took the brave decision to launch a radio station directly into the heart of Britain’s guitar music obsessed population- The West Midlands. Odd were approached to develop the creative strategy for the launch.
In a region brimming with rock heritage, Kerrang needed to launch itself as a credible local station and appeal to the rock savvy has-been and modern day indy-kid alike. What’s the one thing that draws them together? Rebellion. Either a need to express it for the first time, or to reminisce back to days gone.
We developed a strategy called
‘let the rock out’, which manifested itself visually as boring business people ‘letting their rock out’ in unusual places. A media programme of TV, print, outdoor and experiential marketing successfully launched the station.
The launch was considered as the most successful within Emap’s huge stable of radio brands securing target listener figures and advertising revenue.
Our most recent campaign focuses on positioning Kerrang as the most accessible and popular guitar-based music brand in the UK.
The band-mash solution plays on the inventive nature of band names, by fusing two well-known names together to form a new one.
The bold, graphical messages ran
as a series of 10” shorts as well as supporting online and
outdoor media.
Credibility for the station continues to grow after Kerrang won the Sony Radio Award for 2006 Station
of the Year.
