Originally started as an online radio extension of Bablyon, and quickly attracting a loyal yet niche listening base, Radyo Bablyon took the important step of becoming a true radio station as 99.4, emerging as a station that would both broaden their musical offerings and reach a wider range of listeners.
Approach
With this same goal we created communications in various stages both to cement the frequency 99.4 in the minds of potential listeners and also to emphasize Radyo Bablyon’s high quality and broad range of music. The first phase of our communication campaign was lead by the "Babylon Turns Radio On” motto. We reflected the energy of the people who, whenever they listen to Radyo Bablyon, are transported, who surrender to the music.
Results
As a result, radio's digital audience met the FM broadcasting and started to listen on both channels. While maintaining radio's core audience we also gained new audience after campaign's success.
