Magic828 is Cape Town's most well-kept secret when it comes to local radio stations. PlayingĀ hits from the 60s' right through to the 00s', they're the only radio stationĀ where one minute, the Beach Boys could be playingĀ andĀ the next it could be Madonna. And, with such memorable songsĀ being played one after the other, your memories might as well be on shuffle.Ā
CREATIVE MANIFESTO:
Every moment is a memory,
waiting for its soundtrack to play.
A chance to be taken back once more
to a time before now.
To a time where memories last a lifetime.
And, with a radio station that plays hits throughout the ages,
you never know where youāll be taken next.
It could be to a day at the beach singing Surfinā USA
or dancing in the street to the Backstreet Boys.
One thing is for certain though,
whatever the era, whatever the track,
your memories are on shuffle.
The first thing weĀ tookĀ a look at was their logo. We refresh it while keeping it classic, and really dial up the fact thatĀ Magic828 plays hits throughout the ages.Ā
LOGO REDESIGN FROM:
TO A SLEEKER, GROWN-UP LOOK THAT DID THE TALKING FOR US:
And this is how it stood out against its competitors:
OUT OF HOMEĀ BUS BRANDING:
Magic828 brings the worlds of old and new music together, so weĀ didĀ the same on the backs of buses using lyric mash-ups from different decades.
OWNING THE DEAD ZONES:
The perfect place to talk about how you can listen to Magic828 everywhere is in the places where other radio stations fall silent.
We owned these ādead zonesā by encouraging people to switch to Magic828 ahead of time to not be without music.
GEO-TARGETED PUSH NOTIFICATIONS:
We spoke to people when they were out and about creating memories but not necessarily thinking about music.
When someone wasĀ at a location that shares its name with the title of a classic song, they were sent aĀ short clip of the song as a surprise anthem for the night.
Other Examples:
ā¢Ā I Love My Laundry, āLove Is In The Air ā John Paul Youngā
ā¢Ā Tigers Milk, āEye of the Tiger ā Survivorā
ā¢Ā Village Idiot, āAmerican Idiot ā Green Dayā
ā¢Ā Fire & Ice, āWe Didnāt Start the Fire ā Billy Joelā
ā¢Ā Yours Truly, āTruly Madly Deeply ā Savage Gardenā
SOCIAL MEDIA COMPETITION:
The memories we hold nearest and dearest are always the happiest ones. The ones we wish we could relive all over again.
Thatās why Magic828Ā gave several lucky people that followed them on social media the opportunity to have their favourite memories recreated.
Magic828 postedĀ a music video of a classic hit to their social media and askedĀ people what special moment the song tookĀ them back to. From the comments, Magic828Ā picked a few to recreate ā big andĀ small.
These moments were anything from dancing the night away, to a road trip to aĀ weekend in Plett with mates.
WeĀ putĀ an old memory on shuffle, allowing peopleĀ to relive it once again.
YOUTUBE PRE-ROLLS:
YouTube was an opportunity for us to talk to people wanting to listen to classic hits, but not knowing that they could be listening to them while streaming Magic828 on their desktop.
If someone was browsing classic songs from the ā60s to the ā00s, our 5-second pre-roll adĀ played before their music video and introduced them to Magic828.
BUMPER STICKER RADIO COMPETITION:
Magic828 handed out bumper stickers at traffic lights, in local newspapers, festivals etc. ThoseĀ spotted with theirĀ bumper sticker on theirĀ car at 8 minutes to 8am could win R500.
