The Triple M Network has launched a new marketing campaign titled Sounds Like Triple M, as it celebrates its 40th birthday.
The Triple M Network has grown to 45 stations across FM, AM, DAB+, mobile and online over the last 40 years.
To celebrate the Triple M team sought to create a campaign that communicates what listeners can expect when they engage with Triple M.
The campaign centres around an animated giraffe, affectionately known as Bruce, who, in his 1970s style lounge room, is singing to Whitesnake’s iconic power ballad - Here I Go Again.
The team decided because it was too hard to describe what 'Sound Like Triple M', it was best to show it with a singing giraffe instead.
Head of Triple M Mike Fitzpatrick says the ad conveys the network's "uniqueness".
"We wanted to reflect our irreverent tone of voice, and to evoke the feeling you get from listening to Triple M – whatever that means to you," Fitzpatrick says.
"Whether it’s the shows, the music or the footy, it should make you feel great.”
The work was created by Thinkerbell with animation created by Cadre.
“The giraffe represents both a visual and audio distinctive brand asset that creates a sense of cognitive disfluency in the receiver..... ahhh forget it, it’s just a bit of fun," Thinkerbell chief thinker and consumer psychologist Adam Ferrier says.
Southern Cross Austereo chief marketing and communications officer Nikki Clarkson says the work delivered on Triple M's promise.
“The campaign is a simple idea that aims to reinforce Triple M is one of a kind," Clarkson says.
"The imagery in the commercial, brought to life by the team at Thinkerbell and animation experts Cadre, together with an iconic rock song, delivers on this promise.”
The Sounds Like Triple M campaign will roll out across TV, catch up TV, outdoor, print, digital and social from Sunday March 1.
Credits:
Client: Southern Cross Austereo
Agency: Thinkerbell
CGI/VFX: Cadre Pictures
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