Our Work / Absolute Radio launch campaign

Absolute Radio launch campaign

“That’s good, that’s real good”

In May 2008, the Times of India group bought The Station Formerly Known As Virgin Radio, but not the licence to use the Virgin brand. They asked us to help them create a new brand and establish it in record time.

The brief for the launch campaign was to demonstrate their ‘Discover real music’ proposition, in a way that stands out enough to instantly establish the new brand in the public’s mind. We also wanted to let people see behind the scenes at Absolute, continuing the ‘open rebranding’ strategy we developed for them.

So we created a campaign that’s more like mini-series than conventional advertising. It centers around Doug, the fictional security guard at One Golden Square, and the self-appointed guardian of real music.

Doug is played by Jordan Prentice, who picked up a Loaded Lafta for the brilliant dark comedy In Bruge, in which he stars with Colin Farrell.

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Extra material was released on Absolute Radio’s Youtube channel.

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Where The Hell Is Doug? is his tribute to Matt Harding’s dancing phenomena.

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Doug has his own blog and you can read his daily musings on just about everything. Add him as a friend and he may even swing you some gig tickets.

Doug also gets out and about on other music community sites. He signed up to Ronan Keating’s Official Forum. You can see what Ronan fans thought when Doug asked them the big questions: Who would win in a Noel Gallgher v Ronan fist fight?, Where can you buy a Ronan Plate Set? and What are the top 5 bestest ever Ronan tracks?

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