96FM out to keep real music alive
96FM has launched a new campaign to keep ‘real music alive’. The campaign utilise TV, Adshels and Online and has been created for the station by Meerkats..
View the commercial at www.96fm.com.au.
“We have spent the past year delving deep into our past, talking to loyal, lapsed and non-listeners to create a renewed focus for our brand and a sharper on-air offering,” said station GM Martin Boylen. “Our biggest goal was to broaden our appeal beyond the blokes and the tradies and to cater towards a much bigger group desperate for an offering in the Perth market.
“We’re not for the posers or the background music listeners; we’re about bringing real music, played by real musicians with real instruments to the forefront. We’re about honouring the greats, but not clinging to the past. We’re freshening up our playlist to play the best real music musicians have to offer.
The station is continuing to focus on their target market of 25 – 44, with a more balanced mix of males and females.
“We’ve also worked with our presenters to create a more authentic sound, which is fresh not mouldy and cheeky but not rude. Given our local base and strong heritage in Perth, we can stick to more original and locally relevant programming,” said Boylen.
6 Comments
Damn, that’s pretty low key.
A visual montage of classic rock bands would’ve done it for me.
I’ve never been convinced that creating a visually displeasing image to characterise your competition is the right platform to elevate your own. In my opinion, this grotesque ear will be associated with 96fm more than ‘real music’.
Ballsy statement… There’s only so much Nickelback and Creed one can take before they switch dials to JJJ or RTR for a proper dose
This is just bad. It just turns you off the station.
I love listening to 96, I can really relate to Fitzi and Darren, but I find these ad’s (especially the radio ad’s) come across really arrogant and snobby. Starting to turn me off them a bit.
This ad campaign is just plain terrible from so many angles. ‘Keeping real music alive’ apparently means regurgitating the same 200 top 40 pop songs from the last 30 years, ad nauseum (including our current bland pop-rock). “Keeping real music alive’; they’re not doing anything of the sort.