Just days after its milestone 20th anniversary of the radio brand’s launch in Australia, Nova Entertainment is bringing back the iconic brand mascot Nova Boy.
In his return, creative agency Red Engine has reimagined the character that helped take Nova stations around Australia to the top after they originally launched.
Nova Entertainment’s chief programming and marketing officer Paul Jackson told Mediaweek the new campaign will air on TV for around six weeks from April 18. “We also have lots of outdoor plus we are in cinemas, gyms and in shopping centres. In addition to an animated 3D Nova Boy we are using our breakfast and drive talent.
“I rate it amongst the best radio ads we have ever done.”
Using Joel Corry’s Head & Heart as the soundtrack, the campaign is being branded Turn Up The Feel Good.
Jackson said this is the first time the Nova Boy has been used since he was rested from the Nova logo in about 2015. “Nova Boy has been much loved though and is still used by promotional teams in Casanovas out and about where it lives on in the background.”
Nova Entertainment has waited until it had a little clear air before it launched its first 2021 campaign. “At the beginning of the year we didn’t want to start something and get caught up in lockdowns in some markets,” explained Jackson. “There was a lot of activity from new TV shows in February and all our radio competitors were marketing too with new shows.
“If we had gone then we wouldn’t have got the share of voice or the cut through. When you change a breakfast show and then spend a lot of money to market the new show people will try it.”
When Mediaweek recently celebrated 20 years of the Nova brand, staff from founding CEO Paul Thompson through to long-time announcer Tim Blackwell recalled how being new, different and a disruptor was originally key to Nova’s success.
As to whether Nova retains some of that disruptor ethos, Jackson told Mediaweek: “When the brand first launched it was making noise in radio that was heard around the world. It was ground-breaking stuff and the competition was quite conservative.
“Given how radio has changed over the years it is much more difficult to be that different and appeal to a mass market audience. Our philosophy was to always run our own race and understand our audience and what they want and then deliver it to them in bucketloads.
“One of the things we are doing in this campaign is bringing back Nova Boy who was known and loved by our original audiences.
“The Nova Network has constantly adapted to the times we are in and it is an important part of Nova’s DNA to have fun, lift the spirits and make our listeners’ day brighter. The new campaign celebrates what our listeners love about the Nova brand, highlighting our point of difference through our announcers, a hit soundtrack and the nostalgia of the highly recognisable Nova Boy character.”
Nova’s new marketing campaign features the Nova Network’s
Nova 96.9’s Fitzy & Wippa in Sydney
Nova 100 Melbourne’s Chrissie, Sam & Browny
Nova 106.9 Ash, Kip & Luttsy & Susie O’Neill in Brisbane
Nova 93.7 Perth’s Nathan, Nat & Shaun in Perth
Nova 919’s Ben & Liam in Adelaide
Nova’s drive show Kate, Tim & Joel
Campaign credits
Creative: Nova Entertainment & Red Engine Creative
Production Company: Red Engine
Media agency: Carat
Soundtrack: Head & Heart – Joel Corry feat MNEK
Record label: NEON Records/UMA