Nova: Creative and Effective? Sounds Different

Paul Mendham

This case reviews the 2001 launch of commercial radio station NOVA, in Sydney (the first new launch in 20 years) and then in Melbourne and Perth.

Creative and Effective?

Sounds Different

INTRODUCTION

This case reviews the 2001 launch of NOVA radio, first in Sydney and then in Melbourne.

Using a strategy based upon a consumer insight, the advertising helped DMG to confound its critics by achieving bullish market share and business targets well ahead of schedule.

THE BUSINESS CHALLENGE (SYDNEY)

In early 2001 The Daily Mail Group (DMG) launched the first new commercial FM radio station for 20 years in Sydney, Australia's most crowded, and most competitive airspace. The challenge was enormous. The market had well entrenched incumbents in stations MMM, 2Day, Mix, 2WS and JJJ...

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