Fcuk to launch FM station through TBWA

TBWA\London has created a communications campaign announcing the launch of the fcuk FM digital radio station on 1 April.

The new station, owned by fcuk, will be broadcast from a set in the window of its flagship store on Regent Street and aims to promote itself and its brand values through various programmes and features.

As part of the promotion, Oxford Circus Underground station is also going to receive broadcasts from fcuk radio, in an agreement which was co-ordinated by Manning Gottlieb OMD.

Fcuk FM will take over the corridors at the station where soundbites from the radio will be transmitted via sound-chips in the ceiling. A poster campaign wil run alongside.

Matthew Griffiths, the head of marketing at French Connection, said: "Manning Gottlieb OMD's idea of using soundbites is just right for the fcuk brand. It's a first and it will turn heads."

The campaign began with press ads in fashion magazines in February but the heavyweight promotion begins this week with five-second TV ads breaking on MTV. These will run in addition to flyposting and posters on outdoor sites around London, including the first use of the Texaco Tower.

Before the launch, there will also be tactical activity including SMS-text messaging, viral e-mails and chalked logos on pavements.

The ads were written by Trevor Beattie and art directed by Bil Bungay.

Media planning and buying was through Manning Gottlieb OMD.

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