Radio Monte Carlo, from radio to radio icon
Advertising Campaign
Brand Identity
Corporate Identity
Graphic Design Media Strategy
Radio Monte Carlo enlisted Life as its partner to run a new multichannel campaign which involved relaunching the station and raising its profile on radio, TV and with advertising.
The aim was not only to communicate the glamour of the famous radio station, but to develop a brand identity so it could build a community in keeping with its elegant and iconic personality.
The tagline, “The radio icon”, successfully summed up its authenticity, charm and exclusivity.
From a visual point of view, the campaign focused on the indisputable symbol of Radio Monte Carlo - the crown - which underwent a transformation from simple logo to eye-catching icon of its communication, making its debut in the new TV spot produced using computer graphics by the team at Life. In a single sequence with great visual impact, musical symbols, instruments and other elements floating on the screen come to life and, as if pulled by a magnet, come together to form the famous crown.
To widen the reach of the project, we organised a multi-subject advertising campaign across print media - in periodicals and dailies - and outdoor media on billboards in the underground and airports. Every element was designed to boost visibility of the campaign’s key visual which retains its recognition, efficacy and communicative power in all its different versions.
Radio Monte Carlo Sport, the broadcaster’s new sports network, brings together fans, experts and listeners, offering a new way of narrating competition, and the logo was designed by the Life team. Featuring new colours, clean, linear forms and a stylised version of the famous crown, the new logo is a real winner: it can be integrated with that of the famous radio station but still keeps its own independent identity.
We laid the foundations for the success of Radio Monte Carlo Sport with a multi-subject advertising campaign aimed at conveying the radio’s unique point of view, that of the sports field.
Without losing any of its elegance and sophistication, Radio Monte Carlo joined the ranks of sports networks with a fast-paced look and feel and an emotional tone of voice that is guaranteed to get it noticed.