Kiss 100, London’s dance station, broke all its previous records with highest ever showing in terms of reach, audience and hours.
The station continues to dominate, particularly at Breakfast, where Rickie and Melvin showed another solid gain of 54,000 listeners to 776,000, an impressive 18% year on year. Amongst its target audience Kiss now reaches 1.71 million listeners, with a 4.6% market share in London.
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Kiss 100 is launching an outdoor-led campaign promoting its breakfast show, depicting hosts Rickie and Melvin doing battle with pillows. Odd, the Bauer Radio station's advertising agency created the ads from a brief to capture the energy of the show and listeners' feeling that it helped kick-start their day.
The ads show the pillow-fighting duo and co-host Charlie holding a bowl of cornflakes, and suspended above the Kiss logo on a sunrise-glow background. The strapline is "Jump start your day. Kiss 100 breakfast with Rickie and Melvin."
They will be seen this month on 48-sheet and six-sheet posters, bus sides and digital media on the London Underground. In July, Kiss is planning to extend the campaign to Bristol and the South West, and East Anglia, where its other stations are located. The summer will also involve Kiss in a media partnership with the O2 Wireless festival.
Steve Parkinson, managing director of Kiss, said: "Kiss is the undisputed sound of young London and Rickie, Melvin and Charlie embody the smart, young and aspirational nature of our audience."
The Kiss breakfast show reaches 656,000 listeners every week, up by 73,000 since Rickie and Melvin joined after being spotted working behind the scenes at the BBC.
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Bauer Radio has appointed ODD to handle the advertising account for Kiss FM. The dance music station had no incumbent agency, previously using companies on a project-byproject basis.
This included ODD which developed the last major campaign for the station in 2006. The Bauer Radio-owned station is to invest an additional £1 million in Kiss 100 in London this year including being the exclusive radio partner on Thursday and Saturday of the O2 Wireless music festival taking place this July. Steve Parkinson, managing director of Kiss, said:
“Kiss has gone through a renaissance in recent times with new programming, new confidence and a new energy which is already a hit with our re-engaged listeners. We wanted an agency that could translate Kiss' confidence and excitement into innovative new creative.
“ODD showed that they really understand our brand and we are confident they will help us spread the Kiss word still further to attract new listeners and to remind the advertising community that we are uniquely placed to target a huge number of young listeners both in London and across the UK.”
Kiss FM has appointed ODD with its advertising account following a four-way pitch.
The appointment will see Naked lead on communications planning and ODD develop creative for ta campaign designed to boost listening figures and increase the station’s share of the London audience.
Kiss FM has had no incumbent, instead using agencies on a project-by-project basis, including Odd which developed its last major campaign in 2006.
The agency created a new logo and an ad campaign for the station after Emap, its parent company at the time, acquired Vibe Bristol and East Anglia's Vibe FM, rebranding the stations as Kiss West and Kiss East respectively. Kiss' most prolific advertising period came in the late 90s, when the station hired Mother to produce a TV campaign for its relaunch.
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ODD created this iconic new symbol as part of a revamped identity for Kiss FM.
According to Odd, “Kiss moved from being a radio brand to and entertainment brand and needed an identity and behaviour to match, reflecting the same confidence as the Nike swoosh or Apple mark.”
The logo exists as a static form (4) but also works as an origami promotional style piece (5&6) as well as featuring in TV indents (8) and T-shirts (7). The designer on the project was Stuart Bailey.
For the latest stages in its growth Kiss sought the services of design and branding agency ODD. Here Simon Glover and Stuart Bailey of ODD reveal how they gave the Kiss brand a good seeing-to.
Who?
Every Londoner knows Kiss. Ever since Gordon Mac and his friend set it up in 1985 as London’s best-known pirate radio station, Kiss has attracted huge followings. From the legendary nights it hosted during the early years at the Wag club to providing a melting pot for a long list of now acclaimed DJs including Giles Peterson, Jazzie B, Norman Jay and Judge Jules, Kiss is synonymous with music culture and its continued growth in London and across the Uk over the past twenty years.
As a pirate station it was still thought to command over 500,000 listeners a week, and with this loyal following and a democratic ownership model, where the DJs themselves were shareholders in the station, kiss grew consistently and eventually relaunched as a legal station in 1990.
What?
Despite its well-respected foundations in piracy and cutting edge behaviour, Kiss’s enduring ‘super-youth’ credentials were finally beginning to suffer following the massive rise of the iPod fuelled music revolution. Today’s DIY culture and insatiable desire for personalised content transcends traditional media such as radio.
Kiss needed to adapt quickly and reconnect with the new cultural mainstream, while maintaining its cutting-edge brand reputation. The goal was to transform Kiss from radio station to entertainment brand. The brief to ODD was to capture these ambitions and create a new identity and communications behaviour to match.
Why?
Kiss represents musical democracy. From the early days of pirate radio through to more recent examples such as breaking the global release of Madonna’s new single ( Kiss pieced together different sections online and played it the day before the Radio 1 exclusive first play), Kiss gives back to the people.
Kiss is a social and cultural connector, a signpost towards fresh new music and trends with the aim of helping its audience make informed and credible decisions as to what is worth pursuing in an increasingly busy world.
London dance music radio station Kiss unveils its new logo this week, designed by ODD (DW 8 June).
The marque works as a static form but also features an unfolding ‘origami style’ device says ODD creative director Nick Stickland.
Bill Griffin, the managing director of Kiss, said: “Kiss is famous for being bold and innovative, and we’re confident that the new campaign will reflect the network’s core values-its fresh, compelling and cutting edge.”
The aim of the campaign, through the marketing agency Odd, is to get the “K” logo talked about and to encourage interaction with the foam logos. Presenters will discuss the campaign on air and invite listeners to send in ideas for using the Ks. Pictures will be uploaded on to the Kiss website (www.totalkiss.com).
Kiss will follow this initial stage by branding more than 400 phone booths with the K logo. After two weeks, the ads will include more details about the stations. The campaign follows Emap’s decision to rebrand its Vibe 101 station in Bristol and Vibe FM in East Anglia with the Kiss name.
Bill Griffin, the managing director of Kiss, said: “Kiss is famous for being bold and innovative, and we’re confident that the new campaign will reflect the network’s core values-its fresh, compelling and cutting edge.”
The logo, by Odd, is intended to convey its multimedia credentials.
The logo, by Odd, is intended to convey its multimedia credentials.
A spokeswoman for Kiss says the stations logo has not been updated in more than five years and that it is due attention. ‘Kiss is a youth brand so you have to keep it fresh and revive it on a regular basis.
A spokeswoman for Kiss says the stations logo has not been updated in more than five years and that it is due attention. ‘Kiss is a youth brand so you have to keep it fresh and revive it on a regular basis.
We have already announced that we are looking at completely refreshing the radio sound, and changing the look and image is obviously an important part of that,’ she says.
Odd partner Simon Glover says the work will revolve around a new logo, which can adapt to all of the platforms Kiss inhabits.
A key part of the brief will be to shed some of the ‘street’ image, left from Kiss’s days as a pirate radio station, without harming brand perceptions. ‘I think Kiss has to regain its cool, and that is the task at hand,’ says Stickland. ‘There is probably room for it to grow up a bit, though it needs to stay cuddly and sexy.’
No date has yet been set for the unveiling of the new visual identity. In the March Rajar listening figures, Kiss 100 FM’s weekly reach held steady at 1.3 million listeners, but fell by 10.1 per cent quarter on quarter.
Emap Performance's Kerrang! 105.2, the West Midlands radio station due to launch later this year, has appointed London-based advertising agency Odd to create the station's debut campaign.
Odd won the Kerrang! 105.2 account following a pitch with three undisclosed agencies. The agency will work with the station's marketing director Lisa Blower on all aspects of the launch marketing campaign, including below-the-line activity.
Emap Performance recently announced that it was calling a review of the £2m creative account for its magazine and television brands, as it is looks to establish a roster of agencies to work on a project basis.
The appointment of Odd is understood to be distinct from its roster plans. The review is understood to incorporate Kerrang! magazine, as well as other music titles. Mother currently handles the bulk of the business, including the teenage celebrity title Sneak and Magic FM.
Odd has created campaigns for clients including Sony PlayStation and Heineken and works across the UK and Europe.
It was founded just over two years ago by Nick Stickland and Simon Glover, graduates of London's Royal College of Art and Central Saint Martin's respectively.
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