smoothfm launches new Feel Good marketing campaign

NOVA Entertainment has announced the launch of a new marketing campaign, bringing smoothfm’s ‘Feel Good’ music proposition to the nation from this Sunday, September 4.

Ten years after launching in Sydney and Melbourne, the smoothfm brand is being extended across all Australian markets.

For the first time, NOVA Entertainment will undertake a brand campaign to launch and support smoothfm’s digital stations in Brisbane, Adelaide and Perth. The multi-million dollar investment will include local breakfast shows in the new markets and a multi-phase brand awareness campaign with investment continuing into 2023.

Based on a mood rather than an era or genre, smoothfm’s playlist is curated to make listeners ‘feel good,’ with announcers handpicked to complement the music format.

NOVA Entertainment’s Chief Growth Officer Adam Johnson says ”As radio listening becomes increasingly less reliant on a traditional broadcast signal, taking smoothfm national makes perfect sense for audiences and advertisers. With live, local content across DAB+ and streamed across mobile, web and smart speakers, and a brand that transcends geographies, we can’t wait to bring smoothfm’s unique station feel to more markets.”

The marketing campaign will run across TV, out of home, cinema, podcasting, digital and socials and will be supported by a comprehensive experiential campaign that will include smooth ‘Feel Good’ café pop ups located at key events and precincts in Perth, Brisbane and Adelaide.

The brand campaign will roll out in several stages, initially highlighting the station’s ‘Feel Good’ format and providing awareness on how to discover the station via The Smooth Player, website, DAB+ and smart speakers, followed by localised outdoor formats to showcase the local breakfast announcers, with a burst later in the year and continued investment throughout 2023.

The TVC’s existing creative, featuring smooth ambassador Robbie Williams, has been broadened to show multiple listening occasions and educate listeners on how to access smoothfm in Brisbane, Adelaide and Perth.

The TVC is set to three iconic smoothfm ‘feel good’ 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.

Reflecting the opportunity presented by the growth of smart speaker listening, smooth is partnering with Amazon Alexa to assist listeners in Brisbane, Adelaide and Perth in discovering the brand. An integrated partnership will see the popular ‘smooth stars’ promotion delivered nationally for the first time and with the help of Alexa on air, listeners will learn how to engage with their Amazon Echo device whilst enjoying their favourite ‘feel good’ station.

Kate Burleigh, Country Manager, Amazon Alexa ANZ, says “We’re thrilled to partner with NOVA Entertainment on this launch, and bring smoothfm into the homes of even more customers around Australia. We know that customers love asking Alexa to play their favourite radio stations and increasingly they are adding Amazon Echo smart speakers to multiple rooms in their homes which is extending radio listening patterns. We’re excited to reach new audiences with this ‘feel good’ partnership between Alexa and smoothfm.”

Perth TVC:

Adelaide TVC:

Brisbane TVC: