A TV and outdoor campaign, created by Odd, will break on 10 June, when Kerrang! takes to the airwaves. The ads will appear in the West Midlands, where the station will broadcast.
The above-the-line work is being supported by leafleting and stunt activity, which has already been running in the countdown to the station's launch.
Media planning and buying is through Starcom Motive and aims to target 25- to 44-year-olds. Commercials will appear on ITV Central West as well as on Emap's Kerrang!, the Hits and QTV channels. The outdoor activity focuses on bus-sides.
The 20- and 30-second TV spots are backed by a Red Hot Chilli Peppers soundtrack and feature a group of suited office workers stepping into a lift.
Once inside, they are suddenly transformed into crazed rock fans, who dance wildly, play air guitar and attempt to crowd surf. As they step out of the lift, they become straight-laced employees once again. The station's details appear on the screen along with the endline: "Music with attitude."
Art direction and copywriting was by Nick Stickland and Simon Glover, the creative partners at Odd.
Lisa Blower, the marketing director of Kerrang! 105.2 FM, said: "The station targets the 15 to 44 demographic and we were very conscious not to alienate any age group. The creative is about an attitude - that everybody has a bit of rock in them - rather than being age-specific."
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