NOVA Entertainment announced Robbie Williams, one of the world’s most recognisable entertainers, as the new face of smoothfm. Williams will feature in a new TVC and multi-platform marketing campaign, to reflect the station’s timeless and contemporary playlist and commitment to creating an environment for the audience feel good, launching on Sunday 16 February.
Since launching in 2012, smoothfm has cultivated a loyal and growing audience with its unique offering of more music and less talk, a music format designed to help listeners relax and feel good as well as a consistent and long-standing line up of announcers specially selected for the brand.
In only seven years the brand has grown by over 200%, from 612,000+ to 1.838 million listeners and has been the number 1 FM station in Sydney for 10 consecutive surveys and number 2 FM in Melbourne with an 8.5% share**. smoothfm also recently increased its offering by creating additional smoothfm stations, smooth Relax and smooth Chill in September 2019, on the DAB+ spectrum and via the smooth app, broadening the smooth platform and creating new commercial opportunities.
Paul Jackson, NOVA Entertainment’s Chief Programming & Marketing Officer said, “smoothfm has been one of the most successful stations to launch in the Australian radio landscape. With a more music and less talk format, an emotive and timeless playlist and announcers handpicked to create an easy place for listeners to feel good and escape their busy lives, the station has seen over 200%* cumulative audience growth since launch and has become a respected lifestyle and radio brand. Brands need to continually evolve to build on the passion our listeners and clients have for the station while maintaining the consistency that our audience expects.”
“We are delighted to partner with Robbie Williams, one of the world’s biggest and most respected artists, to front our new marketing campaign and showcase the emotion and feel good environment smoothfm evokes. A contemporary artist, Robbie is charming and cheeky. He’s been able to evolve over his career and his music remains ageless, so he is the perfect artist to join the likes of Michael Bublé, Sam Smith and Spandau Ballet as a smoothfm ambassador. This new campaign will support the future audience and commercial growth of the station in 2020 and beyond,” said Jackson.
In February 2020 smoothfm will launch a new marketing campaign featuring a refreshed logo and brand position in partnership with Robbie Williams. Williams will feature in a multi-platform marketing campaign across TV, digital, OOH, cinema and socials. The campaign is designed to familiarise audiences with the refreshed brand and highlight the station’s commitment to more music and less talk, creating an environment where listeners can feel good and relax, supported by a contemporary and timeless playlist that lifts the spirits and soothes the soul.
The TVC’s creative features Robbie Williams enjoying the feel-good sounds of smoothfm, set to three iconic smoothfm tracks, Williams’ Feel, September by Earth, Wind & Fire and Billy Ocean’s Get Out of my Dreams, to give audiences a taste of the music variety of smoothfm. Robbie’s dog Wally even makes an appearance.
Directed by Vaughan Arnell, a British music videos and television commercial director, the TVC was shot in London with in house creative. Well known for his music video work, Arnell has directed films for high-profile clients in the TV commercial field, including Emirates, BBC, Nestlé and Levi's and is a frequent collaborator with Robbie Williams, directing many of his music videos including Angels, Rock DJ and Let Me Entertain You.
Robbie Williams will also take the stage for smoothfm’s Feel Good Night With, to deliver a unique and immersive fan experience through smoothfm’s live music brand, later this year. Williams is in prestigious company, following one of the most respected performers Michael Bublé as the face of station.
smoothfm’s revigorated look and feel, with the unveiling of a new refreshed logo, will be shared with audiences on Sunday 16 February. The 30 second TVC can be viewed here with the 15 second TVCS available here – shower, golf & cooking.
smoothfm’s new TVC and multi-platform marketing campaign launches on Sunday 16 February
smoothfm can be heard on smoothfm 95.3 in Sydney, smoothfm 91.5 in Melbourne and nationally on DAB+
