Expect Something Different

Today FM has launched its first brand campaign in 4 years with the tagline of ‘Expect Something Different’ and it certainly is.

Shot in a ‘serious’ fly-on-the-wall style, the TV ad centres on a day in the life at Today FM from a presenter point of view. The catch? The Today FM personalities we’ve come to know and love are all ‘actors’ and the brains behind the microphone is actually a horse.

Viewers will hear the voices of presenters Ian Dempsey, Anton Savage and Louise Duffy among others but see the horse in studio presenting every show on the station, supported by his producer Steve and assistant, Anthony.

Focusing on the increasing trend of content marketing, Today FM created a 3 minute short which is housed on the station website; www.todayfm.com/horse and a series of 10” rich media formats and 20” video-on-demand placements to encourage users to enjoy the 3 minute version.

Prior to the launch, listeners to Today FM noticed that the stations website and Twitter account had been ‘hacked’ by a horse GIF while a series of horse related incidents occurred on air including an ‘exclusive’ on The Last Word that a “huge announcement from the world of horse racing” was imminent. The activity generated lots of media and online coverage speculating as to the goings on in Today FM.

The campaign launched in the first ad break of The Late Late Show on RTE1 on Friday, 27th March and is followed by two 40” ads which will run across Irish TV for 5 weeks.

The 90” version can be seen in cinemas across Ireland for the next two weeks. Today FM has focused heavily on rich media content for the digital element of the campaign running across key target lifestyle and entertainment sites.

Print and outdoor executions of the campaign will focus on the individual shows in the stations primetime schedule.

The campaign, which was created by DDFH&B and produced by Sweet Media was directed by Simon Levine. The ad features a predominantly Irish cast and was shot in IADT, Dun Laogahire across 2 days.

Today FM Marketing Manager Róisín Reilly commented: “We wanted to create an engaging and humorous piece of content to connect with the Today FM listener. “Expect Something Different” is just that – Different. We wanted to shake up people’s perceptions of Today FM and change the usual conventions of the way in which radio stations advertise themselves and have something that will get talked about in the office or in the pub on a Friday night. The traditional brand TV ad for radio stations is not something we do, our listeners expect more. ‘Expect Something Different’ is a piece of creative content designed to both entertain and intrigue”

You can view the full story on www.todayfm.com/horse