XFM is a well-known alternative radio station and force in London. XFM were rolling out regionally across the UK and turned to us to help launch the brand in South Wales.
Inspired by XFM’s personality and dedication to real music, we created a live brand experience that acted as a launch platform for an integrated approach, amplifying across multi-channels.
Armed with 80’s branded ghetto-blasters, hundreds of listeners simultaneously pounded the streets of Cardiff, Newport and Swansea, blasting out the new stations superhero DJ’s live. Resulting in over 70,000 people who experienced this live event.
We were able to amplify this arrival across print, PR online and editorially; the story also appeared as news on rival radio stations.