FM104 Drive gets a major marketing campaign for Graham and Nathan – RadioToday

A heavy new marketing campaign focusing on 104 Drive featuring Graham and Nathan has been launched by FM104.

It will promote presenters Graham O’Toole and Nathan O’Reilly using the slogan ‘We’ll pick you up’ and will be seen and heard across Dublin.

Outdoor billboards around the city including Metropoles, AdShel Digital and screens at Applegreen gas stations will promote the show, while digital screens will be visible on platforms such as TheSun.ie, Enterainment. ie and the Journal.ie group while the audio advertisements will directly target Spotify and Acast listeners interested in entertainment.

The campaign will be supported through social media to enable deeper audience engagement by alerting them to what to expect from the new driving time show. Content on Instagram, TikTok and Facebook will highlight the campaign theme “We’ll Pick You Up”.

Media planning and buying was handled by Dentsu Ireland while creative concept and asset creation was driven by Studio Ireland, Wireless and News Ireland’s in-house creative house.

Brian McCarthy, Commercial and Operations Director of Wireless Ireland, said: “FM104 is an iconic Dublin brand and this latest iteration of the brand creates a new contemporary look that resonates with young adults in Dublin today. We believe our new look meets the needs of our young digital-focused audience and puts FM104 in a strong position for a successful future.

“Our brand new schedule offers something different at commute time with Graham and Nathan promising to ‘pick you up’ while you get home. With a new music mix and refreshed lineup, the station not only looks good, but sounds better than ever.

“Our campaign promotes what we believe to be a unique and exciting new drivetime show that is second to none in the market. With such a negative news cycle currently, we look forward to hearing Graham and Nathan take over Dublin and brighten up those dark winter evenings over the next few months.