Rebranded Narodni radio (Folk radio) is an urban & modern radio station catering to the needs of a young generation. After the rooster’s call (their previous brand icon) was silenced, new voices have taken over the air.
Several years ago, Narodni radio, the most listened-to Croatian radio station with a very strong public perception as “the station for older people” decided to reposition and rebrand itself so it could stay in touch with the growing number of millennials and members of generation Z. The visual identity was changed and a one-of-a-kind mobile app launched – an app that chooses music for you based on your current mood. The new image went hand in hand with their new mission – to be where its listeners are. Even when they are not listening to the radio. The formula worked (almost) flawlessly. New & fresh radio? Checked. Young & urban listeners? Narodni would have to work on that part a bit more.
As a first move, Narodni became one of the first radio brands to be present on Facebook and Instagram, their number of followers skyrocketing within months. However, the brand needed an extra push towards an even younger audience, together with an innovative way of using a modern communicational tool that speaks to a new generation of their listeners and is able to reach thousands of people in a fast and effective way.
In order to succeed in this, we chose not only the platform that is used as a daily communication tool in Croatia but can also present the best local music as the ‘cool’ language of communication. We chose the instant messaging app Viber. The app allowed the story of Narodni to continue even when the audience was not actively listening to the radio.
We embarked on creating new and interactive content with high “shareability” within the audience. Respecting the brand’s native audio character, we introduced the first ever sounded and animated sticker pack to the Croatian market. During sticker production, we followed strict guidelines:
To be in line with the mobile app, each sticker was assigned with a mood and a respective colour. This way, Croatian hits we often hear on-air became a fun and interactive option for a two-way conversation.
Along with stickers, a Viber community was opened, with exclusive content for the target audience. Community messages reached the listeners directly in their inboxes (and pockets!), giving Narodni exceptional message visibility. Users were encouraged to participate in numerous activities – they got exclusive content from the radio hosts and their guests, could vote for favourite songs and artists, as well as play games or participate in prize-winning contests. Using the on-air programme, we further motivated listeners to download Narodni’s original content – therefore creating an “infinite loop” approach.
During the campaign, brand values were clearly communicated and the audience was continuously encouraged to tap into the on-air programming and become part of the live conversation in the studio. The infinite loop approach worked flawlessly. During the three-month long campaign, an astonishing number of users became acquainted with the new look and feel of Narodni radio which has as a result built a close, two-way relationship with its listeners.
The campaign and stickers highlighting the new visual direction "flooded" Croatia. While creating a community almost the size of Split, at the same time we also successfully won over the new kids on the block.
Narodni distinguished itself as a rejuvenated radio station that understands the needs of its target audience and is able to reach them in an innovative way. With a unique approach, we enabled the audience to communicate with Narodni in a freer and more intimate way than through other conventional digital channels.
sticker pack downloads
users saw the stickers
stickers sent
community members
