Fever 104 FM has launched a 360 degree campaign to drive home its brand promise of 'less talk, more music'. The campaign has been conceptualised by Lowe.
The commercial encapsulates 24 hours on the radio station into a 30 second TVC, giving viewers the gist of what the station provides on-air. The TVC will be supported by print, online and outdoor presence.
Says Gowri Satyamoorthy Kapre, national marketing and promotions head, Fever 104 FM, "The objective of this campaign is to build brand salience and create connect with our listeners. We have now established a four metro presence. There are also a lot of radio listeners who have sampled our station and listen to it occasionally / regularly. This is therefore a good time for us to take the brand to the next level – hence this clutter breaking TVC."
"We expect this campaign to significantly drive up brand salience and buzz around the brand, and strengthen the bond with our listeners. Fever 104 FM is a contemporary, exciting and youthful FM station which reflects the mindset of today's youth and we want to establish this clearly," she adds.
The creative team behind the campaign includes Mohit Beotra, Anand Saspi, Harpal Singh, Shoneeka Ghai, Sonali Khanna, Ayaaz Khan, and Padmini Singh.