Nova's billboards spark debate: blunder or branding play

Nova Entertainment's latest campaign hasn’t quite gone to plan, with ads for city-based breakfast shows popping up in markets where those programs don’t air.

The social media account for the team behind the radio industry podcast Game Changers, shared images showing a bus in Perth promoting Brisbane’s Ash, Luttsy & Niki. According to the group, Melbourne commuters also reported the same trio plastered across another bus.

That's not all.

Sydney’s Fitzy and Wippa with Kate Ritchie turned up on a Melbourne bus, and a billboard for Melbourne’s Jase & Lauren was spotted in Sydney.

Tactical play or unforced error?

Nova Entertainment suggested it isn’t a mistake, but part of a broader approach.

Chief Growth Officer Adam Johnson told Mediaweek: “We're not here to throw anybody under the bus, proverbially speaking of course. Nova has an amazing array of talent across Australia, all available to listen to on the Nova Player, so it’s not inconceivable that we would want to tell the whole country about them.”

Mediaweek has reached out to JC Deceaux, the media agency behind the roll-out for comment.

Rebrand with national ambitions

The campaign is part of Nova’s new “Don’t Think, Just Nova” brand platform, unveiled earlier this year in partnership with R/GA Australia.

Marketing director Troy Pearce previously told Mediaweek the platform is built around the idea of a “good surprise” - those unscripted moments live radio delivers best.

“Don’t Think, Just Nova reinvigorates our disruptor DNA while tapping into a broad, human truth, the mental overload we all experience,” Pearce said.

At the time Seamus Higgins, the Chief Creative Officer Australia at R/GA said the campaign was designed to "have fun with the overthinking and overanalysing that floods our minds daily".

However, one wonders if perhaps a extra sprinkle of that overanalysing mindset might be needed.

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