PROBLEM: HOW DO YOU PROTECT YOUR R&B HERITAGE FROM COMPETITION?
SOLUTION: For 20 years, KBLX is the heritage Classic Soul & Rhythm & Blues station for the San Francisco Bay Area. But now, it faces competition from Smooth Jazz on one side, as well as a 70's based Classic Soul station attacking the other side.
A Rosler Creative REALPEOPLE TV Campaign was produced to accomplish two objectives:
1) Define and defend the stations music position.
2) Show a variety of ethnic listeners, to communicate that everyone in the (very ethnic) Bay Area loves KBLX.
Listeners in San Francisco, Oakland & San Jose are shown, another important issue since the Bay Area is really three different markets, not to mention 'signal challenged!' Core artist videos are intercut with listener comments to really bring home the music message.
It looks like another 'mission accomplished' for the REALPEOPLE campaign: All the numbers are up from the very first trend, and continuing through the second full book!
88 Howard Street #2307
San Francisco, California 94105
800 707-1414 (voice)
415 896-1414 (voice)
© Rosler Creative