Quiet Storm has unveiled a national television and cinema campaign for Xfm aimed at challenging existing perceptions of the radio station.
The campaign will use the message 'Don't be afraid' in a bid to encourage non-listeners to tune in, at the same time as appealing to its existing core audience.
Comprising three executions, the first 60-second spot introduces a quirky bouncing grey Xfm radio, which joins a table where a group of show-off colleagues talk boastfully at each other. They jump up in horror as they see the radio which is then befriended by a trendier man who takes it away with him. The ad then continues to illustrate the difference between people who like the music - and who accept the Xfm radio - and those who don't, as they shoo it away in disgust.
'Georgia' features a young girl dancing around with the Xfm radio before her mother comes out of a shop and recoils in horror at the sound. It is chased away by the shopkeeper brandishing a broom.
A teaser campaign is running in London which consists of fly-posting, railing boards and a stickers all using the 'Don't be afraid' strapline.
Charlotte Soussan, the head of marketing for Xfm, said: 'The campaign addresses the misconception non-listeners have that Xfm is difficult to listen to, takes itself too seriously and only plays 'indie' music. It acts as a call to action for people to tune in and find out what it's really like.'
The campaign was written and art directed by Becky Clarke and Trevor Robinson. It was directed by Trevor Robinson through Quiet Storm. Media planning was through Unity and media buying through Zenith.