New Flow 93.5 breaks new campaign
By Adnews Staff
Toronto radio station Flow 93.5 has begun an advertising campaign to promote its change of name to New Flow 93.5 and its new wider range of music programming. The previously predominantly urban music playlist has been expanded to include more pop music hits. The supporting ad campaign, developed by Lowe Roche of Toronto, consists of outdoor and transit advertising, as well as online, radio and print materials. The creative uses graphs and flow charts in bright colours to communicate the new playlist. One execution uses the copy, "43% more Nelly Furtado makes you 8% more promiscuous." "It was really important for us to ensure that Flow had a distinct identity and point of view to set them apart from the competition," said Christina Yu, vice-president and creative director of the agency. "The vibrant graphics and irreverent headlines achieve this in a humorous way."