Kiss 100 FM: 'In tune with its audience'

1990 launch of radio station Kiss 100FM, after it had obtained franchise. Need to build awareness quickly and attract listeners.
Agency: Abbott Mead VickersAuthor: Max Burt

Kiss 100FM - In Tune with its Audience

BACKGROUND TO THE CAMPAIGN

Kiss first went on air in 1985. Until 1988, it operated as a pirate radio station broadcasting dance music to London.

Over this period, the station's identity was strongly shaped by its founder, Cordon Mac, a DJ on the eclectic ever-changing London club scene, who had carved out a reputation as being on theleading edge of 'street' culture and music.

During the pirate years, Cordon Mac and other Kiss DJs, who had also built up their...

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