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We’ve turned it up for Hits Radio

A launch campaign made for social, digital, OOH, cinema and TV.



When we took our latest brief from Bauer Media – to launch Hits Radio with a first-ever national, fully integrated media campaign – we knew we had to push well beyond safe, predictable, conventional solutions. In fact, we think we’ve flipped the old rules of campaigning upside down.

Hits Radio is made for a new kind of adult, with an entirely different set of references to any previous generation of 25-to-40-somethings – and the station is populated by people who look, behave and respond just like them. They’re different – and they’re unpredictable. They don’t watch TV anymore, except on demand. They don’t respond to slick, because it’s not authentic. They’re after real, relatable ideas and entertainment, from people who feel like them. They don’t hang about more than 15 seconds to take an idea in – unless they’ve actively put the time aside to do so. They still want to go out some nights… but they also want to settle down. They’re watching stuff as they walk along a street, while looking at a screen in the palm of their hands, while holding the new baby, while squeezing in a quick social with old mates they don’t see as much as they used to… while making plans for a night in… or a night out… which they don’t do as much as they did. So, whatever we made, it needed to come from their world – not the world of conventional radio advertising.

In short, the traditional campaign pyramid that puts a 30-second TV Ad at the top just doesn’t apply. It’s been flipped. Social media content – and lots of it – now sits at the top of the media pile, supported by a healthy amount of outdoor media to reinforce the legitimacy of the brand. As a consequence, we’ve made 6-second shorts, 10-second motion posters in shopping malls, 48 & 96-sheet roadside posters, online banner campaigns and media page takeovers, films and animations for extended stories on Bauer’s mini-sites, 15-second YouTube, Instagram, Tiktok and other social clips, printed ads in Bauer’s own magazine inventory… and yes, a 30 second TV Ad. Well, actually, two 30-second TV, Cinema and Video-on-demand ads. All to keep viewers engaged, whenever – and wherever – their eyeballs fall.

Our ‘TURN IT UP’ campaign line acted as a brief to all the creative, to the extent that it drove the look, feel and way we made the material. Instead of prepping for a commercial by meticulously planning a set of pre-scripted shots, we just GOT OUT THERE, with key Hits Radio presenters Sam Thomson, Fleur East, Gemma Atkinson going out and about, visiting listeners across the country… with a willing, lightweight (but very skilled), crew and a LET’S DO THIS attitude. And we shot. And shot. And then we cut. And cut. And then we animated, with everything that we’d got, to create a vast range of content for all the media channels that we needed to fill.

The resulting combination of high-energy, real-live-footage, with DJ’s ‘shout-outs’, a vivid colour palette, full-on typography and animated graphics, takes its lead from the world of social media. The messaging centres around the simple, memorable “TURN IT UP” call-to-action, which in turn acts as an attitudinal, escapist stance and a direct prompt to turn up the sound of the hits and throwbacks that the station plays. The resulting branding glues the different media elements together with a strong, memorable look.

Anne-Marie Lavan, Bauer Media Audio UK’s Chief Marketing Officer commented:
The driving force behind this campaign was always the intention to reflect everything we know Hits Radio listeners love about the station – the realness, our talent and of course the music – and that’s exactly what we’ve achieved. I’m hugely proud of the campaign – the first for Hits Radio –  a fantastic ad creative working tightly with a strong media plan, which really cuts through”.

Because the campaign so clearly reflects the feel of Hits Radio, the role of the station in its audience’s lives, as well as the overall attitude of its own teams of people,  the TURN IT UP line will also become the positioning line for the brand on air, off air and online, as it goes forward. The underlying brand identity of the station will also change to reflect the look of the campaign, with an evolved brand logo, new typographic styling, simpler colour scheme and a new-look graphic architecture that all conspire to TURN IT UP across the board.


Take a look at our full campaign work here.


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E: hello@thinkfarm.co.uk
T: +44 (0)20 7383 8838
84 Marchmont Street, London WC1N 1AG

Like what you see?

E: hello@thinkfarm.co.uk
T: +44 (0)20 7383 8838

84 Marchmont Street,
London
WC1N 1AG
Like what you see?