ARN drops music-focussed TVC for 96 FM Perth
Australian Radio Network (ARN) has unveiled its first TVC for 96 FM Perth since the departure of Fred Botica, but replacement Dean ‘Clairsy’ Clairs and co-host Lisa Shaw play no part.
Instead, the network has chosen to highlight the station’s music strategy, with the positioning ’40 Years of Real Music’ in the TVC.
ARN said the commercial was based on research conducted with 96 FM listeners, which found that its ‘Real Music’, which stands the test of time, elicits a physical response when listening.
https://www.youtube.com/watch?v=qSBBk0_ttEM&ab_channel=96FMPerth
The creative team focussed in on the idea of this physical response when creating the campaign, drawing on the station’s 40 year history.
The TVC focuses on the expressions of pleasure that music can bring, showing listeners enjoying Take Me Back by 80s rock band Noiseworks.
ARN’s marketing director, Donna Gordon, said the campaign represented an “exciting new creative direction” for the 96 FM brand.
“The iconic track accompanying the new TVC complements everything that is at the heart 96FM.
“The collaborative process with our agencies worked exceptionally well and this final result is an exciting new creative direction for the 96 FM brand.”
96 FM’s managing director, Gary Roberts said: “Real music has always been the core of who we are at 96FM. We have a rich 40-year history of real music in Perth and this new TVC embodies that and the good times we deliver to our listeners.”
The campaign will roll out across TV, BVOD, large format, digital, social and street posters for 96FM.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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