The campaign challenges listeners to go beyond the click-bait and form their own opinion of the show.
Kyle & Jackie O have officially arrived in Victoria, vowing to end ‘boring radio’ and encouraging Melburnians to tune in and make up their own mind about what is Australia’s most listened to radio show.
The marketing campaign utilises sensationalised headlines and quotes from well-known media titles and personalities to showcase the existing perception of the brand and then challenges listeners to go beyond the click-bait and form their own opinion of the show.
Produced in-house, the campaign is being supported across out-of-home, TV, social and Kyle & Jackie O’s medium of choice, radio, with the creative leaning into the pink and purple KIIS branding.
ARN chief connections officer Lauren Joyce 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," she said.
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
