Rouge FM

This case study describes how Bell Media rebranded its radio station RockDétente to become 'Rouge FM' and appeal to women aged 35-44 in Quebec, Canada.

Rouge FM

Agency: Bleublancrouge

Section I — Basic information

Business Results Period (Consecutive Months): August 1, 2011 - December 31, 2012

Start of Advertising/Communication Effort: August 18, 2011

Base Period as a Benchmark: August 2010

Section II — Situation analysis

a) Overall assessment

With the arrival of the new PPM survey method, it became clear that Quebec radio station RockDétente had experienced a drastic decline in its audience by the fall of 2008 compared to its main competitor, Rythme FM. Despite several changes in the musical content to induce vitality, and several attempts to innovate through...

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