San Francisco-based advertising agency BuderEngel welcomes back Bay Area television station KOFY in a comprehensive rebrand of local TV20 (channel 13 on cable). The campaign utilizes a multimedia approach to saturate the local community with awareness of the rebranding, using radio, television, Internet, giveaways, and roving KOFY (pronounced "coffee") crews, who will air local opinions and give out coffee.
While the original KOFY call letters were abandoned nearly 15 years ago, the station's local programming and extensive interaction with viewers had left a collective community nostalgia that made San Franciscans smile at the news that the station - and many of its original features, including the KOFY call letters - would be back on the airwaves.
In a dramatic change from the corporate culture that has defined TV20 since it changed its call letters, KOFY will bring back giveaways, contests, and chances for viewers to appear on TV. The comfortable appeal of hosted TV will be reappearing, with locals Brendan Moran and Morris Knight, among others, on screen to take viewers through their day. And the dogs are back! KOFY was renowned for giving viewers a forum to showcase their best four-legged pals on the air, and the segments are returning.
"KOFY was long a beloved member of the San Francisco community," noted BuderEngel Chief Inspiration Officer Vince Engel. "Since most people view their local TV station as their primary connection to the wider community, it's important that KOFY made a comeback so that viewers can once again feel as though they're getting their news from an authentic and caring member of the city. Our job is to remind people what they've been missing out on all these years that KOFY was in hiding, and then encourage them to tune back in."
While many all-time favorite features are being brought back, KOFY is also combining the tech-savvy of today's viewers with the quirky appeal of KOFY's past utilizing KOFYTV.com. Viewers can log on to the website and give feedback or join the KOFY Club, giving them access to contests where they can win getaways, lift tickets, a Nintendo Wii, or even coffee beans and turkeys. KOFYTV.com will also serve as a place to submit those beloved dog photos.
A huge part of KOFY's rebrand will be myriad opportunities for viewers to help remake the station. Programs like "Retro Night," Sundays from 8 to 10 p.m., allow people to log on to KOFYTV.com and pick their favorite classic shows, like Happy Days and Mork and Mindy. Each week, the highest-scoring show will air. Voters will even be eligible to win a chance to host Retro Night. KOFY will have similar programming available for daytime viewers.
KOFY TV features a wide variety of programming for its viewers. KOFY TV has teamed up with ABC7 and carries a special 9pm edition of the local ABC7 news seen only on KOFY TV. Other featured shows include Law & Order, CI (weekdays, 8 p.m.), Desperate Housewives (Saturdays, 8 p.m. and Sundays, 10 p.m.), Punk'd (weeknights, 5 p.m.), House of Payne (weeknights, 6 p.m.), and My Wife & Kids (weeknights, 7 p.m.) will share air time with local HGTV on KOFY (Monday and Tuesday, 10 p.m.), and classic sitcoms on Retro Night.
KOFY is not bringing back the million-dollar giveaways (yet), but they are bringing the heart of local TV back to San Francisco.
"The Business of Inspiration" is San Francisco agency BuderEngel's manifesto. The full service advertising, design, digital and media agency, located a stone's throw from San Francisco's AT&T Ballpark, specializes in the business of inspiring organizations and their brands to elevate the level of consumer engagement.
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