channelX Launch
Case Study: channelX Launch: giving a radio station without DJs a voice
PROBLEM
We were tasked by MediaWorks with launching a new radio station focused on music of the 90s and 00s, at warp speed. The twist was the station would be run on a shoestring and wouldn’t have all the standard category conventions you’d expect – news, weather, even DJs…
Solution
Beyond simple advertising, our work had to achieve more – basically creating the station’s voice. And all on a limited budget. To achieve this, we built a cheeky, attention-grabbing tone paired with bold, retro-inspired design. Much of our marketing centred on a digital content strategy that tapped into nostalgia while playfully mocking radio conventions, positioning us as edgy, lo-fi challengers. And our comms and socials quickly drew strong engagement, with every post closely monitored to ensure our slim resources went to what worked hardest.
Results
Ultimately, channelX got off to a roaring start:
- The station enjoyed great survey results around the country, quickly capturing market share and becoming a cult hit that’s now going from strength to strength
- Socials earned a huge 5.7 million engagements in the first year
- We achieved a Cost Per Engagement over the first year of $0.012, literally making every cent count
- And our launch work was acknowledged with a 2024 Marketing Awards finalist nomination
We’re In Motion, a creative, media and production agency, all in one. Our highly integrated approach means we handle everything - from strategy and ideation to production, media implementation and TVC dispatch - while tracking performance and optimising every step.
