XFM announces rebrand to Radio X with nationwide push
XFM’s rebrand to Radio X is being introduced to the masses with a nationwide push featuring host Chris Moyles.
The campaign launches on Monday (21 September) across TV, outdoor and events, all leaning on Moyles anticipated return to radio. The ad parodies the iconic music video of the Verve’s “Bittersweet Symphony”, following Chris on his journey to work at the Radio X studios for the first time.
The concept is continued in print and outdor with Moyles on top of a radio tower, announcing his return to radio and is illustrated by Travis Coburn.
The television ad will air on ITV during the biggest matches of the Rugby World Cup, including England versus Wales next week (26 September) as well as across ITV Digital, Channel 4 Digital and Sky channels. Press ads include double page spreads in the Evening Standard and Metro and a cover wrap of ShortList, while outdoor spots include premium sites across London and Manchester where Radio X is on 104.9FM and 97.7FM.
Live music events will also promote the rebrand. The first programme of events will take place at O2 venues from October to December 2015 around the UK including London, Manchester and Glasgow to celebrate the introduction of the new national Radio X.
Adam Johnson, Global’s director of marketing, said: “We’ve created a campaign that reflects both the personality of the new Radio X brand and our new breakfast show host, Chris Moyles. Having someone like Chris at the centre of the campaign was an absolute gift and gave us licence to have a lot of fun with the advertising. We think this campaign will have huge appeal with everyone who’s a music fan and has a sense of humour and it will certainly prove memorable.”
XFM’s rebrand comes as the station comes under fire from female listeners for being too male-focused.
Global worked with WCRS and PHD on the campaign.