R/GA Australia has given NOVA Entertainment a new brand positioning and launch campaign that celebrates the spontaneity, simplicity, and unexpected joy it brings to its listeners. Don’t Think, Just Nova positions the Nova as the antidote to overthinking, a refuge from the constant grind of daily life with a focus on delivering good surprises in a world filled with noise. Nova invites listeners to switch off their inner monologues and experience a joyful, spontaneous, unscripted world.
With Don’t Think, Just Nova, the brand is redefining its purpose around the idea of ‘good surprise’ – a concept that embodies Nova’s bold nature, the ability of live radio to provide moments of unprompted joy and the fact that it takes at least one of life’s decisions – namely what to listen to off your to-do list.
Adam Johnson, NOVA Entertainment chief growth officer, stated, “Coming off the back of consistent ratings growth and some record audience figures, we could have taken an “if it ain’t broke…” approach. However, Nova never stands still and, if anything, there was an opportunityto regain some of the brand’s distinctive edge while also shining a light on the category we love like all good market-leading brands should.”
NOVA marketing director, Troy Pearce, added, “Our partnership with R/GA has been pivotal in shaping our approach to redefining Nova’s brand positioning. The new campaign we have built together embraces something universally human, the endless loop of the overthink. Don’t Think, Just Nova shows how Nova understands the constant barrage of choices our listeners are forced to make every day and says, ‘It’s OK, we’ve got this one,’ when it comes to their audio selection.”
The full campaign will run across cinema and TV, BVOD, social and digital, including a 30-second brand film and extensive OOH designed by R/GA and brought to life by street artist, Sofles.
Credits:
Client: NOVA Entertainment
Chief Growth Officer: Adam Johnson
Marketing Director: Troy Pearce
Marketing Campaign Manager: Sara Correia
Senior Brand Designer: Dave MacCue
Creative Innovation Company: R/GA
Managing Director: Victoria Curro
Chief Creative Officer: Seamus Higgins
Creative Directors: Drew Singleton, Rachel Blacklaws & Henry Cook
Group Account Director: Josh Agnew
Executive Content Producer: Kyle Belcher
Senior Producer: Sebastian Leat
Executive Strategy Director: Marie Conley
Production Company: Collider
Director: Chloe de Brito
Managing Partner & Executive Producer: Rachael Ford-Davies
Executive Producer: Tom Slater
Producer: Georgia Moraitis
DOP: Lucca Barone-Peters
Editor & Animator: Sam Wickham
Colourist: Marcus Friedlander
Sound: Rumble Studios
Media Agency: Mindshare
Street Artist: Sofles, represented by Blank Walls
