Dutch AC station 100% NL has completely renewed its audio branding. Positive sounding AC jingles, matching ‘the best music of the Netherlands’ as their positioning says.

“In order to keep up with new music trends, we want to regularly update the jingles,” says Herbert Visser. Together with Carlo de Boer, he’s managing Dutch commercial radio operator RadioCorp. “PURE Jingles also contributed to the launch of our soft-pop station Sunlite. The result of that good collaboration made them the logical choice for us to also restyle our flagship.” Over 1 million listeners tune in to 100% NL every week.

Strategy
“One of the most important things you will hear on a station is the jingle package,” radio director Martijn Zuurveen explains. “Sound design creates the recognisability and a nice feeling that you want to listen to. Completely matching with the target group of young families that we reach. Our sonic branding supports the program & music strategy. Especially in his time, where 'Nederpop' (Dutch Pop) is popular.”

Result
“It is always a great and beautiful moment to renew our jingles”, radio coordinator Raoul Schram adds. He supervised the project on behalf of 100% NL. “After the initial briefing, we were able to provide suggestions for perfections. PURE Jingles handles feedback very well and has 20 years of experience. They do know what they are talking about and that is a great way of working. And they always deliver quality. We now also have the best jingles in the Netherlands.”