We were approached by a radio station in Puebla, Mexico, facing a new challenge they didn’t know how to tackle: The 200-employee company had been playing the same kind of music for the same audience for the last 40 years. The issue nowadays is that their target audience is growing older (65+) and their market needs to evolve for them to continue being profitable.
The new owners (the grandchildren of the founder) came to us to radically change their market strategy: they wanted to change everything from the name, visual identity, and content strategy to target a Gen Z audience.
With this in mind, we did a market and trends analysis to develop a new and innovative identity and visual communication that focuses on the likes and pain points of their new target. In addition to this, we helped them create a digital-first content strategy focused on social media, medium format video, and podcasts to build a new audience before launching in their national-reach radio station so they don’t have to risk losing their current market share till they feel ready to transition.
