DMG turns to Michael Bublé for smoothfm launch

DMG Radio Australia’s first marketing campaign for new easy listening station smoothfm will feature Michael Buble, who will be presenting a weekend show for the first six weeks of the new new network.

In the ad created by Ted Horton’s Big Red, Buble makes a cup of tea for a busy mum relaxing with his music after a busy day.

The ad will be promoting Sydney’s smoothfm 95.3 and Melbourne’s smoothfm 91.5 from next weekend.

The launch campaign runs TV, print, magazine, digital and mobile.

DMG marketing director Tony Thomas said of Buble: “He’s such a great personality for the station. It made a lot of sense.”

In a recent Mumbrella interview Thomas called Big Red’s Ted Horton an ‘advertising genius’.

The shows will be pre-recorded and will feature music selection from both Bublé and station programmers.

buble smooth fm




  1. Ron Jeremy
    17 May 12
    3:52 pm

  2. After seeing that “lay the Buble on thick” ad, I think Schmaltz-FM would have been a better name.

    Choice of home interior styling is questionable too if trying to target the average suburban mother out in middle Australia.

  3. Anonymous
    17 May 12
    3:56 pm

  4. Right on the money. Buble is a very good choice.

  5. Anonymous
    17 May 12
    4:30 pm

  6. Thats going to have the mummies feeling all yummy!

  7. Oh really
    17 May 12
    4:39 pm

  8. Who is Ron Jeremy?

  9. Agency Girl
    17 May 12
    5:20 pm

  10. Before I saw the marketing my impression was this station was going to be all old and cheesy but they have positioned it beautifully. It’s a great start.

  11. Steve
    17 May 12
    5:22 pm

  12. Here’s another one of their ads for the new station…

  13. Fred
    17 May 12
    5:33 pm

  14. Dumb ad

    and most mothers don’t look anything like a blonde tall model

  15. Steve
    17 May 12
    5:40 pm

  16. If this is suppose to depict an average Mum’s afternoon where she gets home from work or shopping where are the kids running through the house? In reality she gets home and plugs her ipod in her ipod dock. She packs the groceries away, helps the kids with their homework, starts dinner etc etc etc….. all with her favourite music from her ipod on her ipod dock playing in the background.
    I think the song is very apt though….there’s been over 7 format changes and 4 brand names for this radio frequency and I still dont think we’ve met the final format yet….

  17. John G
    17 May 12
    6:06 pm

  18. Excellent work DMG. Makes sense and those mums in the suburbs won’t care if it’s shmaltz or the kitchen in the TVC is too modern.. They’ll see Michael Buble endorsing a radio statio that they will most likely listen to!

  19. industry observer
    18 May 12
    8:06 am

  20. There is hardly a day that goes by where you dont hear about a new initiative, partnership, launch or campaign from dmg. From an outside it seems like all the good work is coming from them and if we’re starting to notice it, you can sure as hell bet their audience is.

    The only news you hear from their competitor is what Kyle’s eaten for breakfast.

    Its hard to fault this campaign. It has aspiration, some relevant celebrity endorsement, its stylish but depicts a situation that ANY female would like to see themselvs in.

    The momentum is definately with dmg and the only ones who I can think see otherwise are their competitors who must be feeling a little insecure about their lack of activity.

    I hope its a real success. you deserve it

  21. Anonymous
    18 May 12
    8:27 am

  22. Oh dear Steve. If advertising showed people the reality of their lives, we’d run to the hills. But by reading your comments, it seems you may already be in the hills.

  23. Steve
    18 May 12
    9:46 am

  24. Hey John, you may be right because when he appeared for MIX 106.5 and 2Day FM it worked as well. And when he was on 2GB the ratings were high as well. But then again, all of those stations already had a listening audience. The management of dmg have been telling us for years that it’s not about personalities. It’s about the music. More music, less talk. Why have they contradicted themselves AGAIN by all of a sudden hiring as many personalities and known names as possible? I am sure they wont be there just to play songs….Im sure there’ll be plenty of talk as well. It just goes to show the contempt with which this organisation holds it’s audience.
    I predict that it will increase in survey 4 and maybe 5 which every other station except Smooth will know as an anomaly but will only be people tuning in to see the difference. By Survey 6 & 7 things will level out once more to have Smooth around the 3/4% mark. It will be a predominantly female demographic station between 35-60 as per this TVC. By doing this already they have condensed the potential listening audience to a smaller demographic rather than being a station for all 35-60 year olds. They will say that this is not the case, that its a station for all that enjoy easy listening. If thats the case, I’m sure there will be a commercial with a male coming home from work, throwing his briefcase, laptop, hard hat or tools on the bench with Michael Buble making him a cup of tea and singing to him….
    They did this with Classic Rock – minimised the potential listening audience by only playing Classic Rock. It didnt work. Why then would you do an about face, minimise the audience even further by alienating a majority of male listeners and try to capture an audience of 2/3 stations that already have this demographic sewn up in MIX 106.5, 2DayFM and WSFM.
    I do not understand how people cannot see this? How many people have been dissppointed and confused by the changes in formats and brand names that dmg keep throwing out every 12-18 months? And they still expect the audience to forgive and come back time and time again?
    dmg had it right at the beginning with the ‘vega difference’ or ‘on your wavelength’ and then again in one of their other incarnations when they were ‘vega variety, 70’s, 80’s and the best new songs’. If only these formats were given a chance to develop and grow. If only these formats were given the same marketing budget, support and commitment that Smooth has been reportedly been given.

  25. Social House Media
    18 May 12
    10:14 am

  26. Clever / funny. Good job.

  27. Gezza
    18 May 12
    10:41 am

  28. I like this, spot on positioning, well cast and damn she’s hot

  29. Wild Oscar
    18 May 12
    10:48 am

  30. Quite appropriate. Park your cynicism peeps the radio station isn’t aimed at you!!

    Great idea DMG.

  31. Steve's fan club
    18 May 12
    11:38 am

  32. Someone get Steve a hard hat, nappy and padded cell. I think he’s misplaced his marbles

  33. what the
    18 May 12
    11:45 am

  34. Love it. Great campaign..

    Gee Steve – you sound like you’re having a bad day.

  35. paul
    18 May 12
    12:25 pm

  36. what is sort of interesting about the new smooth fm is that the audience figures for 95.3 were dominated by males and actually showed some traction…will they lose these males with the buble format and is the appeal of Buble and co strong enough to get listeners from mix and WS? I don’t think too many of 2day listeners will head over. The reason being is that nova’s playlist is similar to 2day so they’d need to make sure they wouldn’t cannabilise the nova audience.

    Good luck to them

  37. Steve
    18 May 12
    2:13 pm

  38. Wow ‘Anonymous’, ‘Steve’s fan club’ and ‘what the’…if thats your real names…at least have the decency to and the balls to put down your name. Although you probably arent allowed to when you work for dmg.
    Hiding behind personal attacks on me because you have no real substance of comment to make in regards to disproving my criticism is typical of those who cannot take on board the reality of my comments. I implore you to please show me where my comments or my above personal observations warrant such vitriol personal attacks on me?
    If you have nothing say nothing. Give me some actual substance which may change my mind. Until then, keep your sooky, immature, irrelevant, mind numbness, irresponsible and inadequate comments to yourself. I suppose we must be thankful though for the three of you proving to everyone that docile ignorant imbeciles can read and use a computer.

  39. Lloyd
    18 May 12
    3:18 pm

  40. I just can’t get past the fact that their logo looks like a slim shake brand

  41. paul
    18 May 12
    4:11 pm

  42. a smooth tasting slim shake brand with only 95.3 calories

  43. Katrina
    18 May 12
    4:57 pm

  44. And they’re bringing Jason Donovan on board -I wonder if they’ll play his classic hits “especially for you”?

  45. My real name is not Steve's fan club
    18 May 12
    5:36 pm

  46. Every time you comment you reinforce what everyone else is thinking.
    Stop for your own sake

  47. Jason
    21 May 12
    8:57 am

  48. I have to admit, I think Steve has got it right. He has only put forward his opinions and I hasten to add that the reaction of a certain 3 individuals(or 1 individual under 3 names) gives me the impression they actually see his point because they have nothing else to offer. The actual cowardice of these individuals to sign in under pseudonyms only strengthens Steve’s argument. I am left in no doubt after ‘My real name is not Steve’s fan club’ above comment that they do actually work at dmg and are concerned by Steve’s clever reponses that seem to be right on target.
    Stop being so immature and resentful because someone has penned a different opinion to you and your employer and answer Steve with some actual factual comments as he has asked you to but this time have the civility to include your real name.

  49. Steve
    22 May 12
    2:11 pm

  50. I will stop “My real name is not Steve’s fan club” because I think after hearing the first two days of the music playlist on Schmaltz…I mean Smooth FM no further comment is required. I rest my case…..

  51. Paul
    22 May 12
    4:53 pm

  52. Where do you work Steve?

  53. Steve
    23 May 12
    9:45 am

  54. I worked in the radio industry for 26 years Paul in Australia, New Zealand and the UK. Both in programming and sales/marketing. I have been working within the Agency world over the past 6 years.

  55. Steve
    23 May 12
    9:51 am

  56. How about yourself Paul? Where do you work?