Client: Xfm / GCap
Xfm is launching a new outdoor campaign to promote its ‘All Day Breakfast’, the first ever 24-hour breakfast show.
The event will involve – 8 intimate gigs, including Paul Weller and Primal Scream, taking place over 24 hours across London on June 21.
Every gig will be broadcast live on the show presented by breakfast show host, Alex Zane.
Six and 48-sheet posters will support the event supplemented by a legal fly-posting campaign in key locations across the capital backed up with a print campaign running in key London and music titles.
In Xfm’s typically tongue-in-cheek tone, the campaign – created by Superhero - transforms Alex Zane into the host of a greasy spoon café with all the acts performing during the 24-hour event positioned as breakfast meals on the menu board of the café.
Xfm’s marketing director Richard Mintz said, “Xfm is back with our first major advertising campaign in London in over two years.
“Our creative route not only communicates Xfm’s positioning as the place for live and new music, but also the irreverent tone of the brand and its key programme – the breakfast show.
He added, “Alex has been on air for a year now, and we feel it is a great time to push his brilliant show to the forefront of Londoners minds."