NOVA backs smoothfm national expansion with ‘feel good’ campaign
NOVA entertainment has launched a new national campaign, highlighting smoothfm’s ‘feel good’ music proposition as the brand launches into Brisbane, Adelaide and Perth markets.
The campaign comes 10 years after the smoothfm brand was first launched in Sydney and Melbourne. The multi-million dollar investment will launch and support support smoothfm’s digital stations in Brisbane, Adelaide and Perth, include local breakfast shows in the new markets, a comprehensive experiential campaign and a multi-phase brand awareness campaign with investment continuing into 2023.
The first Australian radio station to be programmed based on a mood rather than an era or genre, smoothfm’s playlist is curated to make listeners ‘feel good’ with announcers handpicked to complement the music format.
Adam Johnson, NOVA Entertainment’s chief growth officer said: ”As radio listening becomes increasingly less reliant on a traditional broadcast signal, taking smoothfm national makes perfect sense for audiences and advertisers. With live, local content across DAB+ and streamed across mobile, web and smart speakers, and a brand that transcends geographies, we can’t wait to bring smoothfm’s unique station feel to more markets. The campaign is designed to quickly build awareness and brand considerations in these cities and, crucially, educate new listeners how they can access the station.”
The campaign will run across TV, out of home (OOH), cinema, podcasting, digital and socials and will be supported by a comprehensive experiential campaign that will include smooth ‘Feel Good’ café pop ups located at key events and precincts in Perth, Brisbane and Adelaide. The brand campaign will roll out in several stages, initially highlighting the station’s ‘Feel Good’ format and providing awareness on how to discover the station via The Smooth Player, website, DAB+ and smart speakers, followed by localised outdoor formats to showcase the local breakfast announcers, with a burst later in the year and continued investment throughout 2023.
The TVC was built from existing creative, featuring smooth ambassador Robbie Williams and created by Moxie Picture UK. The creative has been broadened by Red Engine to show multiple listening occasions and educate listeners on how to access smoothfm in Brisbane, Adelaide and Perth. The TVC is set to three iconic smoothfm ‘feel good’ tracks, Williams’ Feel, September by Earth, Wind & Fire and Billy Ocean’s Get Out of my Dreams, to give audiences a taste of the music variety of smoothfm.
The campaign also features a partnership with Amazon Alex, reflecting the opportunity presented by the growth of smart speaker listening. The integrated partnership will see the popular ‘smooth stars’ promotion delivered nationally for the first time and with the help of Alexa on air, listeners will learn how to engage with their Amazon Echo device whilst enjoying their favourite ‘feel good’ station.
Kate Burleigh, country manager, Amazon Alexa ANZ, said: “We’re thrilled to partner with NOVA Entertainment on this launch, and bring smoothfm into the homes of even more customers around Australia. We know that customers love asking Alexa to play their favourite radio stations and increasingly they are adding Amazon Echo smart speakers to multiple rooms in their homes which is extending radio listening patterns. We’re excited to reach new audiences with this ‘feel good’ partnership between Alexa and smoothfm.”
Credits
Creative: NOVA Entertainment
TVC: Red Engine (updates) / Moxie Pictures UK (original)
OOH: Bashful
Media Agency: Carat, Sydney
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