Challenge
With the rebrand of CURVE 94.3, we helped create a truly unique format in Winnipeg radio. Unfortunately, the music mix did not fit into a familiar genre. We needed to communicate this unconventional mix to our target audience — a combination of females and males, aged 28-32.
Curve 94.3 - Only the "GOOD" Stuff Campaign
Solution
To communicate what was being played on the station, we boiled it down to the “Good Stuff.” This new description was used in advertising and integrated on-air.
The campaign carried into all aspects of the station. “Only the GOOD Stuff” became the new description of the station, and became the key differentiator against its competitors.
The “Only the GOOD Stuff” campaign changed and grew overtime, creating a lasting and unforgettable image for the new station.
Results
Comparing data from September 2007 and September 2009, the station grew in all key demographics. Listenership among Adults 18-34 was up 59.2% — a increase of 24.9% in female listeners and an impressive 152.5% in male listeners.