smooth fm: Going with the flow - IPA Effectiveness Awards Case Study 2006

Brief Description: This paper outlines the campaign to re-launch Jazz fm as 100.4 Smooth fm, build awareness, grow market share and get people to tune in and ultimately, to stay tuned in to the station. The aim of the campaign was to show that Smooth fm was a relaxing station people could escape to. Through developing an undulating shaped icon, the lava lamp, along with a new strapline for the station 'go with the flow,' the campaign achieved station growth of 205% year on year and a record best 620,000 adult listeners. 100.4 Smooth fm's market share is now 176% higher and is the No. 2 commercial radio station in the North West ;---(TAGS)--- Full Title: Going with the flow : the launch of Smooth FM ; Number: 2006/36 ; Brand Name: Smooth FM ; Client: Gmg Radio ; IPA_ProductCoding: Media (Radio stations/programmes) ; Agency: Clear Marketing Communications ; Author: Helen Dickinson, Debra Cundle ;