Faulds launches branding work for Key 103

Faulds Advertising has created a campaign for Emap Performance's Big City Network, focusing initially on the Manchester radio station Key 103.

Faulds Advertising has created a campaign for Emap Performance's Big City Network, focusing initially on the Manchester radio station Key 103.

It aims to build the profile of the radio network, and follows recent press activity to create a Key 103 brand.

'Bus-stop' opens on a grey scene of elderly people sitting at a bus-stop in silence. As they sit staring blankly in front of them, the sound of the Chemical Brothers' Hey Boy, Hey Girl can be heard building up slowly from a rumble in the distance. As it draws nearer, the old people start to vibrate vigorously and mayhem ensues when one woman falls off the bench, scattering her shopping all over the ground.

Sian Marshall, an account director at Faulds, said: 'We have started to build a contemporary radio brand. Key 103 is more than DJs and playlists. It offers a listening experience summed up by the campaign line 'Feel the noise'.'

The campaign will launch in one cinema next week with a stunt which parodies an airplane safety demonstration. A cinema manager will warn the audience that 'Manchester is experiencing some strong sound waves' before specially designed seats start to vibrate to the Chemical Brothers soundtrack. Hard hats will be handed out as masonry is heard falling to the ground.

The campaign was written by Pete Bastiman and art directed by Steve Mawhinney.

Media planning and buying is through Rocket.



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