Nova FM hits reset with bold new brand platform: ‘Don’t Think, Just Nova’

Nova Entertainment has unveiled a new creative platform for Nova FM, launching a major brand campaign built around the striking call to action: Don’t Think, Just Nova.

Developed with R/GA Australia, the new positioning marks a decisive evolution for the network, aiming to cut through the noise of modern life with a promise of spontaneity, simplicity and good surprise, at a time when choice fatigue and algorithmic content dominate.

Described as an antidote to overthinking, the campaign positions Nova as a go-to destination for joyful, unscripted moments across daily routines like commuting, working out, or the school run.

"Coming off the back of consistent ratings growth and some record audience figures, we could have taken an 'if it ain't broke...' approach," Adam Johnson, Nova Entertainment’s chief growth officer, said. "However, Nova never stands still. There was an opportunity to regain some of the brand’s distinctive edge while also shining a light on the category we love."

Troy Pearce, marketing director at Nova, said the campaign reflects a deep understanding of modern media behaviours. "Don’t Think, Just Nova shows how Nova understands the constant barrage of choices our listeners face every day and says, 'It’s OK, we’ve got this one,' when it comes to their audio selection," he said.

The multi-channel launch includes cinema, TV, BVOD, social and digital, supported by a major out-oh-home push across roadside, transit, retail, gyms and office spaces. The brand film, directed by street artist Sofles, taps into the theme of inner monologue overwhelm, showing Nova as a simple release from the noise. Media activations will run throughout 2025, backed by always-on social and experiential brand activations.

Seamus Higgins, chief creative officer at R/GA Australia, said the partnership embraced Nova’s natural energy.

"Radio is the last bastion of true spontaneity, and Nova thrives on that. We wanted to disrupt the category by tapping into the endless loop of overthinking that floods our minds daily, and positioning Nova as the release."

The repositioning also signals Nova’s ambition to sharpen its brand distinctiveness as competition intensifies across the audio and streaming landscape.