Jul 17 2008
Radio Expres
Radio Expres
Radio Expres began broadcasting in Czech Republic two years ago focusing on international pop of good quality. At the beginning of 2003 Radio Expres got bad news from a firm that measures stations popularity – Mediaprojekt. They published research results showing zero popularity for Radio Expres among the radio listeners. But, director of Radio Expres didn’t give up and based on these results he decided to change the program. Employees from Radio Expes were against the management and asked listeners for their support. They beseeched on the air “Proof that you are not zeros and support us!” They got many answers from people by e-mails, and phone calls, SMS messages to the station. Thus appeared the famous slogan of Radio Expres - “I’m a zero, I listen to Radio Expres,” that later served as the basis for an advertising campaign. It was prepared in cooperation with the Leo Burnett agency and employed a three-fold approach. First, the Radio Expres asked singers, friends and other celebrities to support with the recorded slogan. Then they distributed posters showing an “abandoned” or discarded radio and the slogan, “Give your radio another chance”. And at last in the middle of April they organized a “concert for all good zeroes” on Old Town Square that collected an audience of about 10,000 people. Then posters and billboards with the slogan appeared in Prague “Radio Expres, precisely what you want to listen to.” After such campaign Expres radio has become one of the most dynamic stations on the market, targeting mainly listeners aged 20 to 32. The station came back to life, and now everyone knows about its existence. And the other stations see Radio Expres as competitors, not as outsiders.