The focus in the development of the key visual was on the visualization of acoustics. For this purpose, the two designers Sebastiaan Cator and Gabriel Bach developed music visualization software that is capable of converting 20 minutes of radio jingles into colors. The software generates - based on various parameters of the music - a variety of video and visuals in real time, reminiscent of fluids flowing into each other. The result is dynamic key visuals that correspond to the different sound sequences of the jingles and consequently also differ from each other graphically.
For the countdown to the on-air date, Rod mobilized the social media communities of well-known Swiss musicians for 20 Minuten. Under the hashtag #theveryfirstsong, a contest was launched to determine the very first song to be played on 20 Minuten Radio. For this, artists were tagged and asked to motivate their community to participate. The song that generated the most comments was to be played first. The winner was Xen featuring Stereo Luchs with the track "Gheie guet".
The campaign was accompanied by articles in 20 Minuten print and online. Valérie Henzen, Head of Product Management at 20Minuten: "20 Minuten Radio got off to a successful start and, thanks to the teaser campaign, brought the community closer to the new brand. Now we are looking forward to the further implementations in the coming weeks."
Responsible at 20 minutesValérie Henzen, Marco Gasser, Sven Ruoss, Marc Jäggi. Responsible agency: Rod Communication. Music Visualization: Sebastiaan Cator, Gabriel Bach. Playout of online advertising media: tSocial. Lithography: Blue Horizon.