Virgin Radio : Fall 2010 - Spring 2011
THE SITUATION:
Astral Media’s Virgin Radio, a recent entry into the Toronto radio market, was looking to win the hearts of Torontonians and become Toronto’s premier hit radio station. In a highly competitive agency review, doug & serge were selected to develop a creative concept that drove people to choose Virgin Radio from a sea of similar, competitive offerings.
THE PLAN:
Our focus was simple – to communicate the irreverent, fun and generally awesome nature of hit music radio and to OWN that position in the minds of Torontonians.
THE IDEA:
Responding to the challenge, the agency developed a wide-reaching out-of-home campaign that was simple in its execution but extremely well-branded, fun and spoke to the heart of why people love Virgin Radio – the music! Pithy, tongue-in-cheek headlines spoke to the lyrical content of hit songs by top artists and were set against Virgin red.
THE RESULTS:
Our first campaign had great response from our Client and the Music Labels. Listenership is up 37% however the best result we can share is that we’ve been awarded additional Astral business – Newstalk 1010 radio.
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