Bronze


Flow 93.5

Initially, we were concerned that potential listeners would think of Canadaís first urban format radio station narrowly as "black" music, thus making it difficult to establish a large audience base. The first step was to develop an identity, which resulted in the name Flow, which was both original and part of the urban vernacular.
The name was brought to life with a highly graphic treatment, melding music-related icons with images that represented the stationís three core music genres (hip hop, R&B, and reggae).
The campaign included the targeted use of 15-second TV spots, outdoor, transit, print and wild postings.
A major launch party showcased the urban feel of the station, attracting key influencers, media and advertisers. The Web site (which received more than one million hits in its first four weeks alone) further extended the brand and stationís reach with 24-hour streaming.
Share of total hours tuned are forecast between 1.6 and 2.6, and trial is forecast at 51% among our target audience.


Flow 93.5
QuickTime 5 Movie


Flow 93.5
QuickTime 5 Movie


Flow 93.5


| Agency of the Year |
| Gold: Palmer Jarvis DDB   Silver: Ammirati Puris   Bronze: Taxi |
| Honourable Mention: BBDO Canada |
| Finalists: J. Walter Thompson   Ogilvy & Mather |
| Best Media Operation |
| Gold: M2 Universal   Silver: Harrison, Young, Pesonen & Newell   Bronze: Starcom Worldwide |
| Best Media Director: Hugh Dow, M2 Universal |
| Judges: Creative   Strategic |
| How do you get to be Agency of the Year, Best Media Operation, and Best Media Director |

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