Aimed at alternative music lovers over the age of 35, Willy is the first digital-only radio station by DPG Media. The broadcaster says it is aimed at people who “like to turn up the volume and who want to get musical surprises.”
“In a digital world, only brands with a highly distinctive profile survive. Willy has a superior alternative music format that’s presented by a range of presenters who know what they are talking about and who also have a story to tell,” says Brandy Managing Director Diederik Decraene.
The station started with a limited imaging toolbox built around solid bass, resounding guitars and pounding drums. Today, Brandy has added seven custom-made idents to ensure it is instantly recognizable.
“That recognizability is essential,” says Tom Van der Biest, Brandy’s creative director. “In just a few seconds, the jingles have to tell what Willy stands for. But they also have to help the DJs tell their stories, to make truly contemporary radio, to generate flow. And when you listen to Willy, you hear that this is perfectly possible – even for a station that always rocks!”
Listen to the package here.