The poster campaign, created by Quiet Storm and Michaelides & Bednash, runs from August 26 for two weeks. Four different executions use quotes from Zoe Ball about the music she will be playing on her show, such as "'The only band to make me cry at a gig.' Zoe plays Radiohead."
The aim is to appeal to fans of Ball, previously a host of the BBC Radio 1 breakfast show, who might not be listeners of Xfm, and to give them a feel for the music played on the station.
The six-sheet poster campaign will run on 1,400 Adshell sites around London. Media buying was through Meridian Outdoor Advertising.
Ball originally started working at the station earlier this summer, filling in for seven weeks on Saturday afternoons while the usual DJs, Ricky Gervais and Stephen Merchant, were filming a new series of BBC2 comedy The Office. She currently takes the Monday to Thursday 4pm to 7pm slot.
Charlotte Soussan, head of marketing at Xfm, said: "People see Zoe as a cool, funny and self-deprecating young woman and the fact that she is joining Xfm is likely to challenge the image they might have had of the station. They're also going to discover the music Zoe is really into, which is very much in line with the music Xfm champions."
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