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    Fastrack FM 94.3 The Station For The Move On Generation

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    tbongirwar
    Fastrack wanted to launch a new radio station targeting youth who like to move on from commitments and look forward. They worked with Radio One to modify the station's ID from "The Station for the Fataafat Generation" to "The Station for the Move On Generation". This was done through a 6 phase campaign including teasers masking the old phrase, revealing the new station name Fastrack FM 94.3, and follow up contests around moving on from relationships. The campaign was successful, generating thousands of SMS messages and calls across several cities in India.

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    Fastrack FM 94.3 The Station For The Move On Generation

    Uploaded by

    tbongirwar
    55 views7 pages
    Fastrack wanted to launch a new radio station targeting youth who like to move on from commitments and look forward. They worked with Radio One to modify the station's ID from "The Station for the Fataafat Generation" to "The Station for the Move On Generation". This was done through a 6 phase campaign including teasers masking the old phrase, revealing the new station name Fastrack FM 94.3, and follow up contests around moving on from relationships. The campaign was successful, generating thousands of SMS messages and calls across several cities in India.

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    Fast Track

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    Fastrack wanted to launch a new radio station targeting youth who like to move on from commitments and look forward. They worked with Radio One to modify the station's ID from "The Station for the Fataafat Generation" to "The Station for the Move On Generation". This was done through a 6 phase campaign including teasers masking the old phrase, revealing the new station name Fastrack FM 94.3, and follow up contests around moving on from relationships. The campaign was successful, generating thousands of SMS messages and calls across several cities in India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    55 views7 pages

    Fastrack FM 94.3 The Station For The Move On Generation

    Uploaded by

    tbongirwar
    Fastrack wanted to launch a new radio station targeting youth who like to move on from commitments and look forward. They worked with Radio One to modify the station's ID from "The Station for the Fataafat Generation" to "The Station for the Move On Generation". This was done through a 6 phase campaign including teasers masking the old phrase, revealing the new station name Fastrack FM 94.3, and follow up contests around moving on from relationships. The campaign was successful, generating thousands of SMS messages and calls across several cities in India.

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    Fastrack FM 94.

    3
    The station for the Move On generation
    The Brief
    Fastrack’s communication was based on the insight that today’s youth doesn’t believe
    in looking back – crying over spilt milk, as it were.
    They’re forward looking, experimental and don’t like getting weighed down by
    commitments of any sort, leave alone when it comes to relationships
    Fastrack. Move On

    The Challenge
    For a brand that traditionally television heavy, the challenge was to replicate the brand
    proposition in radio (without resorting to the conventional practice of running the TV
    jingle on radio!)
    THE IDEA

    - The station ID of any radio station is the single most Important branding tool for and Station recall.
    - The station ID plays out 3 times in an hour every hour all through the day.
    - This creates a recall for the Radio Station and assures stickiness with the listener.
    - Radio One’s station ID : The Station for the Fataafat Generation

    We modified Radio One’s Station ID to modified to reflect Fastrack brand identity This is done by
    making the Radio One tag line to – The Station for the “Move On” Generation

    In other words…
    We handed over the station to the client, for a day

    Vineet Singh Hukmani, MD, Radio One handing over


    the ‘airwaves’ to Bhaskar Bhat, MD, Titan Industries
    On-air : A 6-phase campaign

    Phase 1 : Teasers
    - The word ‘Fataafat’ was masked in Radio One’s baseline
    - “Guess what the Fataafat is changing to?”
    - Sms based contest
    - Sms return lines custom configured

    Phase 2: Reveal
    - Radio One becomes Fastrack FM 94.3
    - Baseline changes to non stop Move On
    - Sms return line custom configured
    - Content/contests around the theme of Move On

    Phase 3: Follow up - ‘Move on’ Contests


    - Celebrities who’ve moved on from their break-ups
    - What’re the best lines to use when you want to dump someone and move on?
    -What’s the best advice to those who want to move on?
    - Best Move on Excuses
    THE RESULTS

    CITY SMS CALLS

    Bangalore 2000 +

    Chennai 1700 +

    Delhi 500 + 1465 +

    Mumbai 300 + 1020 +

    Pune 600 +

    Ahmedabad 200 + 930 +


    THANK YOU

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