NOVA Entertainment Launches 'Don't Think, Just Nova' Brand Refresh

NOVA Entertainment has unveiled a bold new brand positioning and launch campaign for Nova FM, featuring the striking call to action: 'Don’t Think, Just Nova'.

Developed in partnership with creative innovation company R/GA Australia, the new direction will be supported with a multi-channel brand campaign and marks the next evolution of Nova: future-facing and celebrating the spontaneity, simplicity, and unexpected joy it brings to its listeners.

In an age where algorithms dominate and choice paralysis is ever-present, Nova is positioned in this new campaign as the antidote to overthinking. With a focus on delivering good surprises in a world filled with noise, the network seeks to offer a refuge from the constant grind of daily life. Whether driving to work, working out at the gym or doing the school run, Nova invites listeners to switch off their inner monologues and experience a joyful, spontaneous, unscripted world.

With 'Don’t Think, Just Nova', the brand is redefining its purpose around the idea of ‘good surprise’ – a concept that embodies Nova’s bold nature, the ability of live radio to provide moments of unprompted joy and the fact that it takes at least one of life’s decisions -- namely what to listen to -- off your to-do list.

Adam Johnson, NOVA Entertainment’s chief growth officer, said, “Coming off the back of consistent ratings growth and some record audience figures, we could have taken an 'if it ain’t broke…' approach. However, Nova never stands still and, if anything, there was an opportunity to regain some of the brand’s distinctive edge whilst also shining a light on the category we love like all good market-leading brands should.”

NOVA’s marketing director Troy Pearce added, “Our partnership with R/GA has been pivotal in shaping our approach to redefining Nova’s brand positioning. The new campaign we have built together embraces something universally human, the endless loop of the overthink. 'Don’t Think, Just Nova' shows how Nova understands the constant barrage of choices our listeners are forced to make every day and says, ‘it’s OK, we’ve got this one,’ when it comes to their audio selection.”

Seamus Higgins, chief creative officer, Australia at R/GA said, “Radio is the last bastion of true spontaneity, and Nova thrives on that energy. We loved partnering with the team at Nova to do something disruptive in this category. Having fun with the overthinking and overanalysing that floods our minds daily and positioning Nova as the antidote is what helps this campaign to feel both fresh and highly relatable.”

To launch the new creative platform, Nova will go to market with a multi-channel brand campaign across cinema, TV, BVOD, Social, and Digital. Designed by R/GA and brought to life by street artist Sofles, a 30-second brand film and extensive OOH campaign tap into the theme of overthinking, portraying an inner monologue of overwhelm, with switching on Nova providing the release.

Out-of-home placements will appear across large-format roadside, transit, street furniture, retail spaces, gyms, and office buildings, reinforcing Nova FM as the antidote to overthinking. The media campaign will run throughout 2025, supported by always-on social activity and brand activations that continually reinforce the new platform and brand positioning.