Radio Fargo-Moorhead debut of new country station – Bob 95 FM
Radio Fargo-Moorhead (RFM) took over several radio properties previously owned by Clear Channel, and planned to launch a new country station going head-to-head with the market leader.
Key Processes Used
The phenomenal success of this campaign is due to the collaborative effort among the radio personalities and general manager, their third-party station consultant and Sundog. Our primary directive was to produce a series of television spots; however, when our creative team’s puppet character took on a life of his own, our account executive maintained an active consulting role with the radio team to develop sequential billboards, event presence and viral components. The puppet’s iconic popularity with the target market lead to the development of additional puppet television spots, including a holiday version.
Deliverables
- Station identity & logo
- Four outdoor concepts
- Two :10 teaser television ads
- Five :30 television ads
Results
Bob 95 FM had the most successful debut of any Fargo-Moorhead radio station in the past 20 years. People of all ages are singing the Bob song: “da-da-da-da-da .. turn your knob to Bob”. Cell phone users have downloaded the Bob song as their ringtone. Knobs are definitely being turned to Bob.
Despite the fact that rating book surveys began just days after Bob 95 FM was launched, the fledgling radio station quickly skyrocketed to a #2 ranking with persons 25-54, #2 with women 25-54 and #3 with women 18-34.
