ABOUT

Brief: Promote RedFM’s new programming schedule with two new DJ acquisitions.

Background: RedFM came to the Market in 2000 and shook up the radio market in Cork City. By 2014 they had gone through many ups and downs. It had reached a point where the investors were willing to give it one last financial push to keep it afloat.

RedFM had acquired two new DJs. One from their local rival station and another from a national station based in Dublin in a bid to turn the troubled station around. The local DJ had a somewhat controversial career and had a 50/50 likability factor.

Approach: I chose the line “LOVE/HATE” to promote the two new faces of RedFM.

At the time Love/Hate was also the name of Ireland’s most popular crime drama TV show. So the time was perfect to piggy-back off the Love/Hate statement. I commissioned and directed a photo shoot and dressed our subjects in a similar fashion to those on the TV programme, but set them against famous Cork City locations. The LOVE/HATE line served to propose to listeners, you either love him or hate him and also set it up that you love one dj and hate the other. It was left up to the listeners what they made of the statement.

At first the client had reservations about the bold statement, however, I was able to assure them that this statement will stand the test of time and was the right fit for their target audience. We ran a 3-6 month intensive Outdoor, Digital, Press and Radio campaign.

Outcome: This campaign changed the fortunes of Cork’s 2nd radio station and turned them into Cork’s no. 1 radio station. Both DJs winning no.1 places in Irelands JNLR figures. A huge success on all fronts.