In 2013, one of the stations I worked with launched a television awareness campaign for Fly 92.9 — an opportunity to expand audience reach beyond traditional radio marketing channels. Rather than defaulting to standard industry creative (logos, album art, and generic station IDs), we wanted something that better reflected the station’s personality: eclectic music depth and playful, irreverent imaging.
We developed a concept centered around cartoonish visual interpretations of recognizable song hooks, producing a series of six spots that combined humor, musical references, and memorable visual gags. (One example featured an especially enthusiastic kangaroo — still a personal favorite.) The project demonstrated how translating audio identity into visual storytelling can deepen brand recall.
Strategy & Execution
I contributed across the campaign by helping shape:
- Creative direction and tone
- Spot planning and rollout coordination
- Audience targeting and placement strategy
Rather than purchasing broad, unfocused airtime, we strategically placed the ads within specific television programs identified through research and audience alignment. This ensured that both the message and the humor landed with viewers most likely to respond to the station’s format and personality.
Why This Project Mattered
Radio brands live in sound — but awareness often depends on visual reinforcement. This campaign was a valuable exercise in bridging mediums: capturing an auditory brand identity and expressing it visually without losing authenticity.
It reinforced how thoughtful targeting and distinctive creative can outperform generic awareness tactics, and it remains a project I look back on as an example of collaborative creativity paired with strategic media planning.
