A couple of days in to broadcasting in Melbourne, Kyle and Jackie O have launched a new marketing campaign asking Melburnians to tune in and make up their own mind about the show.
The campaign launched earlier this week in print, featuring sensationalised headlines and quotes from competitor media personalities. It then follows up with a challenge to listeners to go beyond the click-bait and form their own opinion of the show. Now the TVC has been unveiled.
Produced in-house, the campaign – strongly featuring the KIIS pink and purple – is being supported across out-of-home, TV, social, and radio.
Lauren Joyce, ARN chief connections officer said: “Every morning Kyle & Jackie O deliver a unique, loud and always entertaining show and that’s exactly what this campaign is. You don’t get to be Australia’s most successful radio show by pretending to be something you’re not.
“Our plan was always to ‘own’ the headlines; and we’ve done that literally and figuratively.”
The campaign runs alongside competitor SCA’s own campaign. This week, The Fox launched the ‘Melbourne’s Biggest Party’ campaign, aiming to highlight Fifi, Fev & Nick’s connection with Melburnians. It features a stretch limo, motorbikes, a party bus, and an ice sculpture, as well as real listeners.
Following Mediaweek’s reports that Kyle & Jackie O’s Melbourne expansion came after rival SCA offered the pair national breakfast during last year’s contract negotiations, Dave Cameron, SCA’s chief content officer, said the idea of the network replacing any of its strong FM breakfast shows – particularly when they’re on long-term arrangements – “is just categorically untrue and fundamentally bonkers”.
See Also: ‘Fundamentally bonkers’: Dave Cameron on Kyle and Jackie O’s claim of attempted SCA poach
ARN was on a promotions blitz in the lead-up to the Kyle & Jackie O Melbourne launch, but purposefully hadn’t included the pair sipping lattes by the Yarra, or being spotted riding a tram.
“They wanted us to do all these things. They said, ‘Why don’t you go and ride the trams and be seen drinking coffee in Chapel Street?’ I said that’s ridiculous – everyone knows where Melbourne is. We’ve all been there 1,000 times, it’s just expanding the footprint of the show,”Sandilands told Mediaweek.
“We could have done some big things, but I don’t want the people in Sydney to think all the fun is happening in Melbourne. We want everyone to feel included, both the Sydney audience, the Melbourne audience, and towards the end of the year, other markets as well.”
See Also: Kyle & Jackie O’s Melbourne expansion due to rival SCA’s offer of national show
Kyle & Jackie O can be heard weekdays from 6-10am on KIIS 101.1 in Melbourne and KIIS 1065 in Sydney.
Credits:
ARN
Chief Connections Officer – Lauren Joyce
Marketing Director – Donna Gordon
Senior Brand Manager (KIIS) – James Duffield
Marketing Coordinator – Lachlan McKenna
Executive Producer/Creative Director – Sean Vandenberg
Creative Director – Ante Miocic
Support GFX – Nick Palin
Design – Jarryd Haefele
Sound Design – Anthony Badolato and Todd Falusi
3D Composition / GFX / MOGFX– Where There’s Smoke
Media Buy – Initiative