The Australian Radio Network (ARN) has launched a new advertising campaign for Mix 106.5 in Sydney and 97.3FM in Brisbane, designed to consolidate their positions as leaders of the 25-54 demographic.

The campaign encompasses TV, outdoor and taxi advertising in both cities.
The TV campaign uses the Maroon 5 song, ‘She Will Be Loved’, with the first ad featuring images of core female artists and lifestyle imagery. The ad is enhanced by a ‘smooth’ treatment, created by Postmodern Sydney.

The second commercial is 15 seconds and graphic based, created by Steam Motion and Sound. It combines 3D animation of the Mix logo, birds in flight and flowing imagery, set to the Maroon 5 song.

ARN National Marketing Director, Eric Stephens, says the new campaign continues the brand evolution, started for the Mix brand 18 months ago, reflecting a new found connection with its core audience, especially women aged 25-44.

“The new ad campaign is designed to strengthen the emotional connection between the Mix stations and our audience.

“Mix is inspired by contemporary fashion, but never feels exclusionary. With so many consumer controlled media formats available, we need to continue our quest to be an aspirational brand.”