France’s Contact FM, part of Groupe Rossel, has a highly distinctive identity and has returned to Belgian-based branding specialist Brandy to translate that identity with a new collection of custom-made jingles.
Its new “Le Meilleur Mix – Contact” is at the heart of the station’s makeover as it celebrates its 40th anniversary. As a leading regional radio station north of Paris and with a target audience of 25 ─ 49 year olds, the station attaches great importance to its sonic branding and the broadcaster has trusted Brandy to tell its story for the last 15 years.
“We wanted a more contemporary sound that builds on our strengths,” said Groupe Rossel Director Nicolas Pavageau. “Having the station’s named and slogan sung works very well for our brand – we wanted to keep that and translate it into an updated version.”
Brandy composed 10 custom-made jingles, including a top-of-hour and beds for news, weather and traffic, around a recognizable six-note logo built around Contact’s new tagline.
“Just about every briefing contains keywords like ‘current’ and ‘fresh’,” said Brandy’s Creative Director Tom Van der Biest. “But Contact wanted a design that fit with the station’s musical spectrum and brand values and, at the same time, it had to sound really different from what you hear on other French radio stations. Which is exactly what we love to sink our teeth into!”
You can listen to the full package here.