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NEWSIC RADIO
client: DIGI FM
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Digi FM was one of Romania's most popular radio stations. But, due to its 5 minutes news breaks and because of a name coincidence with Digi24 news station, it had a very strong association in the public's mind with news.
The problem? Digi FM was much more than news. It was an integrated station, broadcasting a variety of programs, with a very strong offer of music and entertainment.
Our brief was to position Digi FM as an exhaustive radio station, and to highlight the mix of music, news and entertainment.
Our idea: to name Digi FM NEWSIC RADIO - a combination of news, music and entertainment.
The name is a combination itself - mixing the words "news" and "music", proving the power of blend.
The positioning was launched with the main radio hosts: Lucian Mândruță, Vlad Craioveanu and Oana Zamfir impersonating music celebrities: Elvis Presley, Dave Gahan and Sia.
The campaign was heard on radio and seen in digital, news and outdoor advertising.
The campaign was created with ScreenNative agency. Credits: Mugur Pătrașcu, Alex Gheață, Romina Ionescu.
I'm Raluca Eftimie and I'd love to write for you.
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