FM104 unveils fresh radio station image and new marketing campaign to promote 104 Drive with Graham and Nathan

FM104 has unveiled a fresh image for the radio station as well as a marketing campaign to promote the stations new drivetime show ‘104 Drive’ with Graham and Nathan.


The heavy weight marketing campaign focuses specifically on 104 Drive, the new drivetime show presented by Graham O’Toole and Nathan O’Reilly. The pair, who joined FM104 this month as part of a new presenter line-up, are on air from 3pm to 7pm each weekday, bringing a fresh new sound to the evening commute. Utilising the ‘We’ll Pick You Up’ tagline, the execution reflects the energetic and unpredictable nature of Graham and Nathan.



The campaign features across a range of channels with a bullseye target of 25–35-year-old Dubliners. A host of OOH and Digital OOH are being used to generate strong visibility across the city, including Metropoles, AdShel Digital and screens in Applegreen service stations. Digital Display will be visible across platforms such as, and the group while audio ads will directly target Spotify and Acast listeners interested in entertainment.


The campaign will be supported by social to allow deeper audience engagement by alerting them to what to expect from the new drive time show. Content on Instagram, TikTok and Facebook will highlight the “We’ll pick you up” campaign theme.


The media planning and buying was handled by Dentsu Ireland while the creative concept and creation of assets was driven by Studio Ireland, the internal creative house of Wireless and News Ireland.


Brian McCarthy, Commercial and Operations Director for Wireless Ireland, said:

“FM104 is an iconic Dublin brand and this latest brand iteration creates a contemporary new look to resonate with today’s young Dublin adults. We believe our new look delivers for our young digital first audience and puts FM104 in a strong position for a successful future.”


“Our all-new schedule delivers something different at drive time with Graham and Nathan promising to “Pick you Up” as you make your journey home. With a new music mix and a refreshed line up, the station is not only looking but sounding better than ever.”


“Our campaign promotes what we believe is a unique and exciting new show at drivetime that is peerless in the market. With such a negative news cycle currently, we look forward to hearing Graham and Nathan pick up Dublin and brighten up those dark winter evenings over the coming months.”



In addition to 104 Drive, the iconic Strawberry Alarm Clock continues each morning on FM104 with an entertaining mix of music, comedy and guests from 6am to 10am.

This is followed by the 10-3 Show with the FM104 Hit Mix picking up after FM104 Drive at 7pm each evening. A new night-time show called ‘Switched On’ completes the schedule running from 10pm to midnight.

Keep up to date on all FM104 news here….



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