Launch of MBC LOUD FM - Kingdom of Saudi Arabia

MBC Group
Scope of work
Advertising & Production

Key Highlights

MBC Group is a leading media conglomerate in the Middle East, known for its diverse portfolio of TV and radio channels. They decided to introduce Saudi Arabia's first Western commercial radio station, MBC LOUD FM, targeting the youth and catering to the English-speaking audience in Jeddah, Dammam, and Riyadh. 

Project Overview:  

MBC Group approached ICON, a creative agency based in Dubai with expertise in advertising, digital, communication, and branding, to collaborate on a brand awareness video for the launch of MBC LOUD FM. The primary objective was to introduce the station's unique selling points (USPs) and create a motion brand experience that resonated with the target audience aged between 18 and 35. 

Brand Experience and Communication:  

Understanding the significance of brand experience and communication, ICON and MBC's teams collaborated closely to define the key elements that would set MBC LOUD FM apart in the highly competitive radio landscape. The station's format, Contemporary Hit Radio (CHR), promised to bring new energy, new voices, and renewed momentum to radio in Saudi Arabia and beyond. It was crucial to convey this sense of vibrancy and aspiration to the audience through the brand experience. 

Project Execution:  

ICON's creative team took inspiration from MBC LOUD FM's brand identity, which was characterized as energetic, friendly, and contemporary. They recognized that the target demographic, aged between 18 and 35, was highly sought-after for music consumption. Thus, the team designed a brand experience that would captivate the imagination of the listeners. 

The video's art direction was meticulously crafted to align with the station's identity and promotional campaigns. The high level of fun, energy, and aspiration associated with LOUD FM was skilfully infused into the motion brand experience. The result was an appealing and dynamic video that reflected the spirit of the radio station, leaving a lasting impression on the audience. 

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