358 Helsinki was asked by Finland's Nelonen Media to design and launch a new radio station aimed at a young, social media savvy audience.
To introduce a radio for the digital age, the station's identity was built around a medium familiar and highly contagious to the target group: animated GIF loops. With a hint of irony towards the 'mainstream hits' concept, it was also aptly named 'Loop'.In the on-going launch campaign, the internet audio stream at loop.fi is illustrated with over 70 three-second looped animations, collected from all over the world. The listeners pitch in by adding their own GIFs. All of the loops can also be 'synced' to the beat using a trackpad or a touchscreen, making 'watching' the radio station an interactive experience.True to the "less words, more music" promise and the social media focus of the station, the hosts of Loop present themselves using GIF animations only â along with hashtags linking to Instagram.Earlier, as a teaser for the campaign, dozens of well-known Finnish musicians stormed social media by posting pictures of themselves wearing "Loop" beanies, tagged with the station's slogan. The popular party-hiphop-duo JVG also joined in by creating their own GIF loops.
The campaign will continue in the coming weeks with TV commercials and banner ads crafted around the GIF loops created by the listeners.
Category: Publications & media
Client: Nelonen Media
Agency: 358 Helsinki
Creative Director: Antero Jokinen
Copywriter: Antti Tähtinen
Art Director: Antero Jokinen
Agency Producer: Elina Freden
Account manager: Kimmo Tupala
Digital Strategist: Juho Santasalo
Nelonen Media radiot / Radio Loop
Marketing Manager: Anssi Nevalainen
Content Manager: Kristiina Komulainen
Director/Editor: Jaakko ItÃ¤aho
Producer: Jyri Paajamaa
The Online Advert titled A 'hit radio for the digital age' was done by 358 Helsinki advertising agency for product: Loop.fi (brand: Nelonen Media) in Finland. It was released in the Nov 2013.