102.2 Smooth FM, the Guardian Media Group Radio-owned station, is launching a campaign to attract more female listeners to the music station.
The campaign, which breaks on April 10, will have a significant outdoor element, including using supermarkets for the first time in a bid to target 35- to 54-year-old women.
Clear Marketing, the station’s agency, has created a poster that suggests women who listen to Smooth FM are less stressed. It has the strapline “Why women are calmer drivers”. It will be shown on six-sheet posters at 330 supermarkets around London and the surrounding areas.
This will be supported by a major poster campaign with 48- and 60-sheet posters, and it will also double the number of black cabs that it uses for promotions. Media planning and buying is through Brilliant Media.