FCUK has consistently achieved fame and notoriety through advertising. Having expanded into homewares, make-up and perfume it was time for something different. If FCUK is the anti-fashion, fashion brand, we needed an idea that could communicate their attitude and unconventionality in a way which was truly unique.

“FCUK is turning digital radio on its head”(Marketing Week).FCUK FM attracted almost 20,000 listeners per week through the website and got consumers and commentators talking and writing about FCUK again. The station continues to broadcast on Sky/the Internet and is launching soon on Freeview and National DAB.

FCUK FM was a new digital station dedicated to FCUK’s values and attitude communicated through cutting-edge programming and features. If FCUK challenged fashion conventions, FCUK FM challenged radio conventions: no drive-time, no ads/promotions (not even for FCUK), no charts, no news/traffic/weather.FCUK FM was broadcast live online and on digital TV from the windows of their flagship London store.Club and celebrity DJs, unsigned artists & listener take-overs all featured in the daily schedule.

FCUK FM was teased and revealed through ambiguous ‘fashion model’ posters.

FCUK’s greatest communication assets, their store windows, invited consumers to become listeners.We created a heavyweight 5” top and tail MTV campaign and a high impact poster campaign promoting different music genres (FNUK, RCOK, PNUK).We took ownership of Oxford Circus tube (next to the flagship store/FCUK FM studio) and installed sound chips of the radio station into the ceiling.

Agency research into FCUK’s audience identified 5 key rules of engagement: speak their language, not advertising language, be bold, innovative & entertain, the high street is boring. Communications must excite, talk to them through un-commercial media and create something to talk about. We needed a medium that would allow us to exploit our 5 rules whilst embracing FCUK’s anti-fashion status.With 34% of their (16-34s )daily media time but only 1.7% of fashion expenditure, radio was the perfect opportunity.However, rather than follow existing commercial opportunities, we challenged convention and created our own - FCUK FM, the anti-radio, radio station.

1073741837