Radio 538
is the home
of hits
Brand building in action for Radio 538
The Dutch radio landscape is densely packed with brands, each screaming for attention. While major stations cater to distinct demographics, there’s significant overlap in audiences. This makes it challenging for listeners to form a deep, lasting connection with a single brand.
Revitalising an famous brand
Radio 538 needed to break through the noise of a crowded radio landscape, not just with their sound, but with a brand that truly connects. Strengthening that audience bond was key. We partnered with them to revitalize the 538 brand, transforming it into the ultimate guide through a fast-moving hit culture. From refreshing their brand identity and shaping a dynamic new design grid to producing standout brand campaigns and activations, we helped 538 reclaim its distinct place in the hearts of listeners.
With the idea Home of Hits we didn’t just bring people together though hit music, we created a canvas for multiple eye catching campaigns
Michael Kouwenhoven
Creative Director
Brand strategy
& brand campaign
From young rebel to cheerful explorer, Radio 538 needed to evolve, growing alongside its loyal audience rather than constantly chasing the 'cool kid' persona. Through a major brand shift, we redefined their identity, personality, and visual language. Home of Hits became the foundation, a flexible concept that allowed 538 to be built in countless ways. More than just a tagline, it became the heartbeat of communication, the place where songs turned into hits.
A bold brand campaign brought the vision to life with a mischievous 538 speakerbox, bouncing around as 538 DJs chased it. It sparked energy and connection, electrifying everyone it touched.
Home of Hits
Beyond the commercial, we created a full suite of assets, including OLVs, social cutdowns, visual radio designs, digital banners, and out-of-home placements, ensuring a seamless brand presence across all touch-points.
Marnix Schmidt
Art Director
This high-energy, flexible campaign elevated key listening occasions for different target audiences, reaffirming, to a broad audience, 538 as the go-to authority for hit music.
Brand
activations
Attracting new listeners and keeping loyal ones engaged is essential for any radio station, especially at the start of a new year or after the summer break. From the core brand idea, we distilled fresh activations designed to keep fans excited and connected. ‘Hierrrrr met je rekening’, a brand activation where we invited listeners to submit their unwanted bills during the notoriously expensive month of January.
The result? A campaign filled with humor, surprise, and plenty of moments that deserved a well-earned refund.
Hierrrrr met je rekening
January could use some cheering up so why not embrace that and give the audience a smile and a well needed refund?
Michael Kouwenhoven
Creative Director
The following year, we discovered that people spend more than usual on DIY projects at home, one of those moments when the radio is always on. And like many families, those projects don’t always go as planned. Luckily, there’s a radio brand that’s ready to help when things get a little messy.
Hierrrr met je rekening the DIY version
As the Official Event Supporter of the Formula 1 Heineken Dutch Grand Prix, 538 celebrated by giving away tickets to the year’s hottest event. To promote this, we launched a playful campaign where they jumpstarted faster than DJs Wietze & Klaas and the 538 Canta, bringing excitement and high-speed energy to their audience.
538 x Dutch Grand Prix
We brought back the signature Canta car from the original brand campaign. Let's race!
Michael van Kouwenhoven
Creative Director
