Together In Music
Smooth FM | NOVA Entertainment
Advertising
Brand
Close Encounter
Having created the new brand platform for Smooth FM ‘Together in Music’ the launch campaign dramatised the unifying effect of the station’s music.
The film is directed by Australia’s most awarded television commercial director, Paul Middleditch, who has won over 300 awards during his career, including eight Cannes Lions awards.
Paul Middleditch, Director at Plaza Content said “What an amazing project to lend my skills to as a dramatic and comic director. A wonderful script that demands cinematic expanse with a touch of craziness at the end of your driveway. That Starship track will never be the same. Loved it. So brave and great.”
Adam Johnson, NOVA Entertainment’s Chief Growth Officer: “Together In Music’ says everything about the unifying power of the kind of music Smooth FM plays all day long, so it’s amazing to see this new positioning brought to life so powerfully by this campaign. Whilst ads from radio brands tend to follow a certain formula, we wanted this to be an ad like no other and I’m delighted with what the team have delivered.”
Results
+17% vs campaign awareness target
+ 23% unaided awareness
89% rated the campaign likeability 7+/10 & 34% rated it 10/10
Retained #1 spot in Sydney
Melbourne’s biggest share growth - cume +35k
