Radio Creative Brief Response

THE BRIEFCREATIVE RESPONSE > LAURA KERRIGAN
INTELLECTUAL AND CREATIVE COPYRIGHT TO LAURA KERRIGAN

RADIO
ROCK FM delivers the perfect mix of
music combined with witty, warm-
hearted locally relevant banter as
well as life’s essential news and
market specific traffic updates and
weather. The music we play is vast,
a combination of the most popular
music for 25-44 year olds that
reflects the lives of our listeners,
communities and places wherever
they live. We play the biggest songs
of the moment, as well as
rediscovering the hits from less
complicated times — the 80s, the
90s and the noughties. The sound
and space we create is totally
unique to Bauer City 1.
Our vision is to deliver the
most popular music for 45-64
year olds, reflecting the life
stage of our listeners and
keeping them informed and up
to date with the latest news
and information where they
live. We play the greatest hits
from the 70’s and 80’s, with
the cream of the crop from
the 60’s. Classic pop songs
that stand the test of time
and sound as good today as
they did when you first heard
them. We mix them in with the
biggest pop anthems of the
90’s and noughties and when
the sound fits, we also play the
most relevant songs of the
moment.
What happens when you mix passion,
entertainment and edginess with the
best of today’s rock music? You get
Kerrang! Radio. With 920,000
listeners a week, Kerrang! Radio
opens the door to the world of today’s
biggest rock bands. Kerrang! radio
targets 15-34 men who want to be in
touch with what is happening in the
world of rock right now. Music, gigs
and downloads are their passion but
they also love movies and gaming.
They are pulled from pillar to post with
messages from all areas of life on a
daily basis, so the station engages
them in various touch points as a
trusted guide, whether listening on
radio, via the Kerrang! Radio app,
online or through social media.
Planet Rock doesn’t take itself too seriously
it likes to have fun but underneath that
exterior cloak of friendly fun, we’re
authoritive, self-assured and the station is
rock to the core.
Planet Rock doesn’t take itself too seriously
it likes to have fun but underneath that
exterior cloak of friendly fun, we’re
authoritive, self-assured and the station is
rock to the core. Planet Rock celebrates
rock music, what it does to the soul, how it
makes you feel. But we don’t just live in the
past. We respect the rock giants, the
influencers the ones who made it happen
and also look to those who keep the rock
flag flying high today. With over one million
listeners a week, the station is the Home of
the “Hairy Rock Show” with the Hairy Bikers,
Alice Cooper, Thunder's Danny Bowes, Def
Leppard’s Joe Elliott and a team of
passionate rock loving presenters.

WHO AM I
My bike is my portable man cave
I am the dark side of flower power
My bike is my dirty mistress
I am one of the Biking Fraternity
Biking is like breathing to me
I’m in charge
FU2 the establishment
No to advertising
Hell yes to music
On my bike I am free

WHO AM I
My bike will become my Portable man cave
I want to leave behind the taxi of mum and dad
A bike will let me explore what life has to offer
I want to learn to ride
I am ready to leave the nest
I want some control
No to advertising
Hell yes to music
It’s mine and nobody else's

WHO AM I
My bike will become my Portable man cave
I want to find myself now that the kids are older
A bike will let me explore
I am a born again Biker
I want to make a day mine
I want some control
No to advertising
Hell yes to music
It’s mine and nobody elses

WHO AM I
I want to find myself now that the kids are a bit older
Roads are the only curves I care about
Women fought for freedom
I want to make a day mine
I want some control
No to advertising
Hell yes to music
It’s mine and nobody elses
I won’t conform

Freedomnoun: freedom
1. the power or right to act, speak,
or think as one wants.
"we do have some freedom of choice"
synonyms: right to, entitlement to
SELL A LIFESTYLE, NOT A BIKE
ON THE OPEN ROAD

BRING THE HOGFATHER TO LIFE

BRING THE HOGFATHER TO LIFE
The Hogfather
He is silent and intense, smart, and determined. His ability to think
clearly, to be decisive, and to command respect makes him illusive. He
is a leader.

TACTICS
A New
Destination
Buy a domain name that
drives the ideal, appeal to
their nature. Moves away
from a sales message.
Direct to Hogfathers site.
Freedom can cost as
little £1.50 a month
Freedom of the open road.com
www.FreedomOfTheOpenRoad.com
FOR BIKERS,
BY BIKERS

DELIVER IN STAGES
Introduce Hogfather
“some say the
Hogfather is…”
Messaging Tracks
Brand
SeasonalTopical
Events

UNFOLLOW,
LET’S RIDE
LIVE FULL THROTTLE, TALK TRASH, GO HARD
MVO: THE HOGFATHER
FREEDOM CREATIVE

GREAT RIDERS' AREN’T BORN.
THEY’RE MADE.
SAFE, HARD AND MOBILE
MVO: THE HOGFATHER
FREEDOM CREATIVE

IN FREEDOM
THERE ARE NO LIMITS.
NO STOPS, NO TRAFFIC, NO FILL UPS, NO PASSENGERS.
MVO: THE HOGFATHER
FREEDOM CREATIVE

FOUR WHEELS MOVE THE BODY.
TWO WHEELS MOVE THE SOUL.
NO STOPS, NO TRAFFIC, NO FILL UPS, NO PASSENGERS.
MVO: THE HOGFATHER
FREEDOM CREATIVE

LOOSE THE BAGGAGE
TRAVEL LIGHT
FREEDOM’S NOT GIVEN, IT’S TAKEN
MVO: THE HOGFATHER
FREEDOM CREATIVE

UNFOLLOW,
LET’S RIDE
NO POLITICS - THE MOST POWERFUL SEAT IN THE UK
MVO: THE HOGFATHER
TOPICAL

UNFOLLOW,
LET’S RIDE
GO LONG, TAKE TIME, CHASE THE SUN
MVO: THE HOGFATHER
SEASONAL

GREAT RIDERS' AREN’T BORN.
THEY’RE MADE.
DO IT RIGHT, CERTIFIED BIKE TRAINING
MVO: THE HOGFATHER
TRAINING

IN FREEDOM
THERE ARE NO LIMITS.
A BIKING FRATERNITY AWAITS YOU, MEET AT HOGFATHERS ON XXX FOR THE
NORTH RIDE www.FreedomOfTheOpenRoad.com
MVO: THE HOGFATHER
EVENT

MECHANICAL RELIGION,
VISIT THE HOGFATHER
FOR BIKERS, BY BIKERS - VIRTUAL DESIGN TO PHYSICAL BUILD
MVO: THE HOGFATHER
SALES

LOOSE THE BAGGAGE
TRAVEL LIGHT
BUY YOUR FREEDOM, JOIN US
MVO: THE HOGFATHER
SALES

THE ROCK
BLOCK
Putting the Rock back into
Rock FM. A break from the
status quo, freedom to
choose.
Three back to back Rock
tunes for the road brought to
you by the Hogfather.
TACTIC

ROCK RIDE
From Rock FM to the
Hogfather.
We will play a Rock show in
their honor for the journey.
Putting the Rock back into
Rock FM.
TACTIC

SCREW
THE ESTABLISHMENT
QUIZ
Well known Rock musicians
saying the phrase. Call up/
Go online and guess who it is
powered by The Hogfather
(BORN AGAIN RIDER FOR
PLANET ROCK)
TACTIC

Freedom +

MAP THE JOURNEY, CHANGE THE DESTINATION
A Creative Idea visual series for posts and covers.
Bring your bikes & bikers to Rock FM for a seeding shoot
‘INSIDE THE ESTABLISHMENT, Biker contrast
Turn the creative series into Banner advertising
Share a Hogfather Rock Block playlist on our sites
Advertise your ride event on Rock FM website
Build a user generated visual identity
UNFOLLOW,
LET’S RIDE
LIVE FULL THROTTLE, TALK TRASH, GO HARD
Use the Creative Series for Print

#hogfather
Bikers are proud
Celebrate Real Riders by owning the
hogfathers hashtag. Use real images
for print PR and social media.
Tell their story and it will tell yours.
Run a competition for month winner
Freebie
TACTIC

BAUER MAGAZINE – TAKE THE CAMPAIGN TO PRINT
Britain’s leading monthly biking magazine,
Bike celebrates the brilliance, difference and
detail of all the bikes that matter. From road
tests to expert advice on planning a trip to
choosing a new bike, we’ll guide you through
the process with award-winning writing and
breathtaking photography. The readership is
93% male with an average age of 46 – and 8
out of 10 think that motorcycle magazines are
the strongest influence on what they buy.
Thanks to us, you can achieve garage
greatness and do something epic on your
bike.
Classic Bike, the world’s leading classic
motorcycling monthly magazine, helps
readers buy, maintain and enjoy the
machines from motorcycling’s heroic past.
Every month it's packed full of real
motorbikes you love to own and ride from the
‘60s onwards. And own them you do, with the
average reader having at least one classic
motorcycle and almost 40% owning two or
more. But it’s not just the bikes you like to
invest in – last year readers spent an average
of £42 million on motorcycle gear too.
Britain’s number 1 sports bike magazine,
Performance Bikes is all about owning, riding
and modifying sports bikes. It’s not that we don’t
love new bikes, we just know that a five- or ten-
year-old performance bike is still an amazing bit
of kit – and with a few choice modifications, it
can be even better! Our readers, who are
mainly male (84%), have an average age of 45.
And while 85% of you own a supersport or
sport/tourer, 20% own a naked style of
motorcycle. No matter what wheels you own,
Performance Bikes is all about celebrating and
making the most of the sports bikes you actually
ride.

Practical Sportsbikes is the essential
monthly fix for those passionate about
buying, restoring and riding the best
bikes from the ‘70s, '80s and '90s. Packed
with step-by-step features on improving,
restoring and bettering bikes, it’s a must-
read for owners in need of expert advice
and inspiration. Each issue also features
the most authoritative buyers’ guides
alongside road tests and workshop
manuals. We’ll help you turn a banger
back into a beautiful bike in no time.
Ride is the riding and consumer
champion, trusted in the industry for its
gear and product tests. Gritty, practical
and down to earth, Ride is packed with
buying advice, no-nonsense reporting,
readers’ experiences and insight as well
as expert tips, maintenance advice and
routes. In fact, Ride has more touring
content than any other monthly
motorcycling title. Britain’s most useful
motorcycle magazine, Ride helps our
readers (who are 93% male with an
average age of 45) get the best from your
bike.
For anyone buying a new or used bike,
What Bike? is essential. Available bi-
annually, it provides consumers with
information on all the latest models and a
full listing of every motorcycle and
scooter on sale in the UK. Part of the MCN
brand family, What Bike? contains
comprehensive road tests from an expert
team, buying advice, news, a Q&A section
as well as useful gear information for
riders, no matter how experienced you
are.
BAUER MAGAZINE – TAKE THE CAMPAIGN TO PRINT

• Check the audience assumptions Target Group Index (TGI) - lifestyle survey
• Consider tiered approach to radio schedule
• Speak to the client about a MODs campaign as phase 2 – Sponsor the Ribble Valley Mod Weekender?
• Swear words/rebel words that can be used when and where
• Don’t refer to CBT acronym – to bikers this gets pretty dark in the S&M world
• For Bike Training consider purchaser as parent not trainee
CHECK POINT

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Radio Creative Brief Response