Nova Entertainment

NOVA Entertainment Soars to New Heights with Latest Smooth FM Brand Campaign

27 February, 2024

Developed by creative agency The Hallway on Smooth FM’s new brand platform ‘Together in Music’ the campaign is spear-headed by a brand film that shows audiences that the music on Smooth FM is so unifying, not only does it transcend generations, genders, and borders – it transcends galaxies.

The film features a music-loving UFO appearing in the sky above a quiet suburban street, spreading joy and music to the residents below as the UFO tunes into Smooth FM’s frequency.

Through this engaging visual narrative, we learn that the unifying power of Smooth FM has an even more profound reach that we ever imagined.

The choice of the timeless pop classic ‘We Built This City’ by Starship, conveniently, is a favourite of Smooth FM listeners and infuses a sense of familiarity for existing audiences and an opportunity for discovery for a new younger audience.

The film is directed by Australia’s most awarded television commercial director, Paul Middleditch, who has won over 300 awards during his career, including eight Cannes Lions awards. Paul Middleditch, Director at Plaza Content said “What an amazing project to lend my skills to as a dramatic and comic director. A wonderful script that demands cinematic expanse with a touch of craziness at the end of your driveway. That Starship track will never be the same. Loved it. So brave and great.“

Dan Saunders, creative director at The Hallway said, “Adam challenged us to break the usual radio advertising formula and we were happy to oblige. It’s been a great collaboration and we’ve already proven that ‘Together in Music’ is a brand platform with intergalactic potential. The exciting question now is where shall we take it next?”

Adam Johnson, NOVA Entertainment’s chief growth officer said, ‘Together In Music’ says everything about the unifying power of the kind of music Smooth FM plays all day long, so it’s amazing to see this new positioning brought to life so powerfully by this campaign. Whilst ads from radio brands tend to follow a certain formula, we wanted this to be an ad like no other and I’m delighted with what the team have delivered.”

The ‘Together in Music’ commercial will be screened nationally across TV, Cinema and Digital Video Channels. The campaign will be accompanied by comprehensive OOH activity showcasing another creative execution that delivers on the ‘Together in Music’ strapline. The creative titled ‘You. Me. Together in Music’ includes a series of key artist names accompanied by lifestyle images reflective of Smooth FM’s broad audience base who are united by the music.

Featuring a respected line-up of announcers, Smooth FM stations include Smooth FM 95.3 in Sydney, Smooth FM 91.5 in Melbourne, and Smooth FM DAB+ stations in Brisbane, Adelaide, and Perth, plus a range of era and mood-based DAB+ and streaming stations.