Nova pushes power of Smooth brand to industry

Rachael Micallef
By Rachael Micallef | 6 June 2016

Nova is pushing the creative potential of its Smooth brand in a new competition, aimed at getting marketers, creatives and media agencies to trial its assets beyond just radio broadcasting.

The Smooth Creative Challenge launches today, with entrants given six weeks to come up with a big idea that fits across Smooth's on-air, digital and experiential platforms. Winners will be given access to Nova's creative shop, Create, and be given a $500,000 integrated campaign for a client or brand.

Nova Entertainment commercial strategy director of Create, Kate Day told AdNews the competition is designed to push the idea of SmoothFM as a multi platform lifestyle brand rather than a broadcast station. Nova underwent a rebrand as an entertainment platform rather than a radio company more than two years ago.

“Our aim is to ignite interest and trial for Smooth from right across the industry,” Day says. “In our experience the creative process is less predicable these days and often collaborative, so we wanted to acknowledge that with the competition mechanic.”

Final pitches for the competition will be judged by an industry panel including Network Ten executive GM Russel Howrcoft, The Australian Ballet director of marketing Penny Rowland, Vinomofo CEO and co-founder Andre Eikmeier and Nova chief marketing and digital officer Tony Thomas.

It's not the first time Nova has looked to educate the market on its broadening asset base. Last year it launched the Relaxation Station, a custom-built pod, created to allow media agencies and brand partners to experience the Smooth brand.

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