Creation of a mission statement for the radio station BAYERN 1

Leaving a "schlager" pop image be. Leading the market into everyday life.

BAYERN 1 has repositioned itself. In terms of content. And communication. Cue the search for a new slogan with a positive, emotional, approachable and target group-relevant effect across all media and channels – on the crossroads between zeitgeist and appreciation.

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Overthe past two decades, the former "schlager" pop station BAYERN 1 has undergone an extreme transformation and shed its old image. The focus is now on a younger, more open target group across all channels – one that needs to be addressed in an equally modern manner. The new slogan in particular needed a certain attraction and attachment power: emotionally, approachablly, with relevance to everyday life.

At the same time, the Bavarian market leader has to hold its ground agains a rising number of new and old competitors – all while consciously positioning itself in internal contrast to BAYERN 3.

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Word for word towards the target group

In a joint kick-off workshop, Endmark and BAYERN 1 sharpened the verbal positioning including relevant messages and requirements. Translated into a verbal impact profile, the result served as the basis for creative approaches. In the end, there was no doubt: "BAYERN 1 gehört ins Leben" / BAYERN 1 is a part of life – with a wink at the clever wordplay around "gehört" (translates to both "heard" and "belongs to" / "is a part of"). In terms of content, across all media and as a claim.

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The final favorite sets everyday life to music. This turns the radio station into an integral part of daily routine – and into an emotional companion for the target group.

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The new slogan sets the stage

As a perfect pun, it charmingly connects the target group and the medium. Hear, hear! "BAYERN 1 gehört ins Leben".

A slogan that plays the soundtrack of daily life.