Xfm is launching its first TV and cinema campaign since its launch
three years ago with two spots by Quiet Storm, showing the radio
station’s passion for music.
The activity is the culmination of a year’s intensive marketing
activity, including PR stunts, outdoor, ambient and print media.
The first execution features an Xfm fan being bombarded by pointless,
DJ-style jabbering from cheesy passers-by. He dreams of the music that
Xfm plays, finally screaming: ’Stop the voices!’
In the second spot, a music fan at a bus-stop is accosted by a yuppie
barking DJ-isms into his mobile phone headset. After sitting and fuming
quietly, our hero grabs the offender and plants a sloppy kiss on his
Xfm has been troubled since its launch in the summer of 1997, not least
because of the death of Princess Diana the day before the launch, which
called a halt to its carefully planned marketing activity.
Early Rajar figures showed Xfm falling far short of its target, but
since being bought by Capital in May 1998, the station has steadily
increased its reach.
Charlotte Soussan, Xfm’s marketing manager, said: ’The awareness of the
station was so low 18 months ago that we invested our time in creating
awareness at street-level while the programming established a format.
The station has matured a lot and we are now ready to move up to the
next level with an above-the-line splash.’
The campaign was written, art directed and directed by Trevor Robinson
at Quiet Storm. Media planning was by Unity, buying by Zenith.