When audio branding specialist Brandy was challenged to create a premium audio package that has never been heard before, the Brussels-based company took it literally.
Tasked with producing a jingle package to rebrand JOE in Belgium as well as launch a new JOE national radio station in the Netherlands, Brandy drafted in live drums, horns and strings, as well as top-tier vocalists now being heard for the first time in on air design.
“Each jingle is a mini-song grabbing the listener from the first to the last second,” says Diederik Decraene, managing director at Brandy. “The package gives JOE a very strong recognizability, which will undoubtedly boost the brand.”
The package consists of 10 basic IDs, a Top of Hour, and beds for news, weather and traffic and are already on air in the Netherlands where JOE has just received a national radio license. In Belgium, JOE – now the third station in Flanders – aims to leverage the package to build continuous sustainable growth. The station achieved record listening figures this summer in Belgium, with a market share of 12.2% and a daily reach of more than 530,000 listeners.
Listen to the new package here.