Smoothfm “Undervalued” By Media Buyers And Agencies, Says NOVA’s Luke Minto

  • 20150912_100142_resized
  • chocfest5
  • 20150912_100303_resized
  • chocfest2
  • 20150912_102857_resized
  • chocfest1
  • 20150912_095938_resized
  • 20150912_100319_resized
  • choc fest4
  • 20150912_102903_resized
  • 20150912_100133_resized
1 / 11

NOVA Entertainment’s smoothfm has only been around for a few years, however, while positioning itself as more of a lifestyle brand, Luke Minto, NOVA Entertainment’s Sydney station operations manager said the offering is being undervalued by media agencies and media buyers.

“The smooth brand is probably well and truly undervalued because of its pretty quick growth,” he said. “And I think agencies need to recognise where it sits in the radio landscape as well the entertainment space against some of the traditional brands,” particularly as the last round of radio ratings saw smoothfm taking the top spots for FM stations.

The weekend just gone saw thousands of Sydneysiders flock to The Rocks to indulge in chocolate at the smoothfm Festival of Chocolate. While the festival was a roaring success, Minto hoped the success will translate to agencies, especially as the only paid advertising was from smoothfm radio station and Foxtel’s music channel.

“Hopefully they’ll see the power of the smooth brand in terms of where it’s come from in such a short time and the ability to attract a big crowd,” he said.

“It offers one of the richest audiences in terms of engagement.”

Recovering from a chocolate hangover from a weekend of munching the decadent goodness, Minto explained how the smoothfm festival of chocolate exceeded the team’s expectations, and while not having the official numbers yet, he was confident the attendance rates were well up on last year’s 70,000.

The festival also helped the weekly local markets at The Rocks.

“It’s one of those classic win win win relationships,” said Minto. “The intention was always to support the existing retailers within the area.

“The feedback from the lemonade store…his best day in 20 years, he said.”

It was a rather warm two days too, however Minto explained how the brand brought the dates forward from last year – which saw a heap of chocolate pooling in the heat – and increased the refrigeration infrastructure and cooling system to keep the chocolate solid. The melting point of chocolate, said Minto, is 23 degrees Celsius.

As the smoothfm Festival of Chocolate is one of the biggest foodie events in Sydney, said Minto, making sure the calendar dates are right are crucial. “It seems to be right in that sweet spot away from some of the other food events that happen in Sydney.”

Furthering the brand’s aim to be seen as a lifestyle brand  – as a radio station can no longer be just a radio station – smoothfm launched another experiential activation last week to help people relax, a relaxation pod for shoppers to take a few minutes out.

The pop-up station is what NOVA believes is a first of its kind in Australia.


Please login with linkedin to comment

Advertising Standards Bureau Creative Accounts Fairfax greenstone

Latest News

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine