Inspired concepts

The Capital Radio Group (part of GCap Media) needed inspired compilation CDs in order to dramatically increase revenue generated by its compilation business.

The commercial performance of a compilation CD is not to be taken for granted, even when helped by Capital Radio’s strong credentials as a broadcaster. The marketplace is densely populated and originality is thin on the ground. Added to that are ownership and copyright issues often dictating that most tracks on a compilation are “second choices” and not originally specified for the compilation. In search of new, engaging and inspired concepts with high chances of commercial success, Capital Radio turned to Engine.

To find the potent ideas Capital Radio needed, we applied our lateral thinking processes to issues around consumers, trends, channels and the Capital brand. This concept-led approach compensated for limited control over the CD’s content by heightening its appeal and marketability in other ways.

Bringing new insights to product development

The first step in the development process was to gather insights on the compilation consumer. Next we audited existing compilation categories to identify gaps for new themes. We brainstormed words and concepts likely to spark customers’ imaginations. Additionally we held workshops with the client to investigate consumer and lifestyle trends outside of the music industry from which we could draw inspiration. We used Capital Radio’s brand values as both a filter and inspiration, looking for propositions to tie into its DJs and programming.

The concepts we arrived at shared the diversity of their inspiration; their themes varied from up-beat calls to action, to ironic slants on music genres, to contemporary ways of living. Within weeks of their formation they proved their originality and commercial worth; one released via Virgin EMI sold 150,000 copies. Today we continue to work with Capital to generate and assess new commercial product and service ideas.