Hits Radio

Trying to communicate with this audience using a traditional campaign structure that puts a 30-second TV Ad at the top of the pyramid just doesn’t apply. The plan needs to be flipped, with social media at the top of the pile, supported by a healthy amount of outdoor and experiential media to reinforce the legitimacy of the brand. As a consequence, we’ve made 6-second shorts for YouTube, Instagram, Tiktok and other social media, as well as social-style 10-second pieces for motion posters in shopping malls, 48 & 96-sheet roadside posters, online banner campaigns and media page takeovers. There are also films and animations of 15-second extended stories on Bauer’s mini-sites, printed ads in Bauer’s own magazine inventory… as well as a two 30 second TV, Cinema and Video-on-Demand ads. All to keep viewers engaged, whenever – and wherever – their eyeballs fall.

Our 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 and about with Hits Radio presenters Sam Thomson, Fleur East, Gemma Atkinson visiting listeners across the country. Using high-energy, real-life footage, the look and feel takes its lead from the world of social media, with messaging centres around the simple, memorable call-to-action. Two further campaigns to TURN IT UP in LONDON and again, to TURN IT UP at BREAKFAST have followed, proving the strength and adaptability of the brand proposition. The underlying brand identity now reflects 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.