Radio Bahrain is one of the only English language stations and one of the GCC’s oldest. It has a
lot of competition from Dubai and recently grew its reach into Saudi Arabia’s eastern province.
Competition for the nation’s ears has never been stronger with digital brands eating market share. RB’s out-dated brand needed a remix and a new philosophy to compete with contemporaries like Spotify, Apple Music or Mixcloud.
RB is a legendary institution, the ‘sunshine sound’ can be heard, in shops, cars, cafes… all over the island. Our challenge was to increase the brand’s relevance to today’s audience becoming the auditory backdrop for a whole new generation.
Our challenge was to create a spirited brand as loved by listeners as Spotify, Deezer and Apple Music. RB needed a brand as lively as its presenters.
We worked with stakeholders to develop a strategy that could drive an inspirational expression. The brand’s anthem emerged; RB is about the ‘love of the music’. To compete with digital brands it has to ensure listeners understood its differentiation is its on-air personalities – RB is like listening to the hits with a quirky, chatty friend.
RB shares joyful, quirky moments all day long. This became the vision – ‘To share Joyful Connections’. We agreed on three values: Passion, Friendliness and Collaboration and retained ‘quirkiness’ as the brand essence; an essential element of the RB personality.
The literal and graphic language now expresses the passion, friendliness and collaborative brand qualities. The playful, musical and energetic tone of voice is crowned by the ‘Alive with Music’ slogan which joyfully expresses the station’s focus on ‘wrapping music with personality’.
The brand launched to a great response, from the Chairman and CEO to the studio talent and staff. The brand has already won awards and accolades.