New Zealand radio station The Edge is pivoting its strategy to address a growing cultural epidemic: digital overwhelm.
The new brand campaign, which launched on May 5, positions radio as an antidote to the algorithm, encouraging people to ‘Take the edge off’.
The shift comes at a time when youth audiences are reporting record levels of decision fatigue, from the paralysis of choosing a Netflix show to the anxiety of a curated social feed.
‘Take the edge off’ acknowledges that while technology provides endless options, it doesn’t always provide ease.
Perfecting the daily vibe
The MediaWorks-owned radio station says it is reclaiming its role as the ‘curator-in-chief’ that has been perfecting the daily vibe for over 30 years.
“We know our audience is navigating a world that feels increasingly loud and demanding,” says The Edge’s brand lead Sidney Collett. “This campaign isn’t about us telling audiences who we are; it’s about us showing them what we can do for their headspace.
Content director Jack Honeybone adds: “We’re reinforcing The Edge’s position as a lifestyle essential for 18-34 year olds throughout Aotearoa. What’s really exciting is that we’re able to use this new positioning to frame up everything from on-air stings to promos, where we can help to ‘take the edge off’ the lives of New Zealanders in what’s a pretty tough economic climate right now.”
Credits:
Creative territory/platform – Courtney Dow (freelance)
Design – Brad Baird
Art Director – Sam Curtis
Animation – Anton Herbert
Brand – Sidney Collett & Mark Kelliher
Content (The Edge) – Adrian Brine, Jack Honeybone, Leon Wratt
