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ABC DNA Music

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THE TASK

To refresh ABC Classic FM's on-air branding with an idea that would generate PR and attract new listeners.

THE IDEA

Under the campaign banner 'Where Music Lives' we composed bespoke themes based on the DNA of each presenter.

With help from geneticists, we created a matrix (see below) which assigned musical notes to the presenter's phenotype (observable characteristics within a genetic code). Using these notes, we composed a unique score to reflect the presenter's musical taste and mood of their show. These themes were performed by the acclaimed Australian Chamber Orchestra (ACO) and are now used throughout the station.

To involve the listeners, we created a promotion in which a listener could win his or her own unique DNA composition. This was also performed by the ACO and is issued as Classic FM's weekend theme.

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THE RESULT

The brand refresh was brilliantly received by Classic FM's listeners on air and online. The themes created real talkability and resulted in some valuable PR for the client.

A programme was commissioned by ABC Arts focusing on the idea, interviews were conducted throughout Australia and trade press actively promoted the story.

ABC DNA Theme Samples

SUMMARY

The passion and knowledge of Classic FM's presenters is what sets the station apart. Now, every time a listener hears one of the DNA themes, they will be remined of the special people who bring their favourite music to life.

AWARDS

2014 LIA, Gold; Radio & Audio - Idents

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