2DayFM highlights commercial-free mornings in new marketing campaign

Former Assistant Editor

2DayFM has rolled out a new multi-platform marketing campaign incorporating TVCs, static and digital large format, transit, social and online, focussing on their new workday advertising strategy.

The new campaign highlights the station’s new ‘3-hour commercial free morning’, where no advertising is run between 9am and midday on weekdays.

The new campaign also sees talent including Em Rusciano, Grant Denyer, Ed Kavalee, Carrie Bickmore, Tommy Little, Dave Hughes and Kate Langbroek feature on billboards and socials.

The new billboards carry taglines from songs that have prominently featured as part of 2Day’s ‘More Music, More Variety’ music strategy.

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19 Jul 2018 - 11:33 am

Is this the best attribute 2Dayfm can sell ? being commercial free. If I was Em and Ed or Hughesy and Kate I would be insulted. Dont they think breakfast is good enough to promote ? Is this because they haven’t got enough clients ?

19 Jul 2018 - 12:41 pm

Never thought I would see the day a commercial radio station promoting itself as commercial free.

19 Jul 2018 - 6:28 pm

This jingle? oh wow. Yeah ok. Its just about time now to turn off the lights.

19 Jul 2018 - 6:30 pm

No ads that will hurt revenue. Smells like a desperate stunt to me

19 Jul 2018 - 8:59 pm

Breakfast show doesn’t rate, the rest won’t work. Money won’t come through the door. This campaign does nothing to support breakfast. Poor decisions again.

20 Jul 2018 - 8:14 am

what wouldnt you promote the breakfast or drive show or carrie and tommy even
they are not great but better than promoting no commercials
is that your strongest sell point no commercials
what if everybody did that
not good for industry
bad for radio

21 Jul 2018 - 9:52 am

Guess what else is commercial free. Spotify, iTunes, YouTube Music etc. etc.

The tv ad doesn’t do a good job of communicating the music offering, at all.

21 Jul 2018 - 1:38 pm

“Never more than 2 ads in a row across your workday”

…better to limit inventory than have none :/

23 Jul 2018 - 7:44 am

Not to keep hanging s@&t on Em but that pic looks cold and she looks annoyed to be having it taken. The rest look cheeky and fun.
This is what a cheap marketing campaign looks like, probably made in house. Not saying it’s bad btw, just not the million dollar production like the last few network ads.

12 Oct 2018 - 2:32 pm

2DayFM should use the Hits & Old School music strategy.


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