Australian Radio Network (ARN) has unveiled its new marketing campaign to introduce GOLD 104.3’s The Christian O’Connell Breakfast Show to Melbourne.
The campaign, created by JOY and HunkyDory Films, embraces the concept that international radio legend Christian O’Connell is ‘Ready for Melbourne’.
It represents one of the largest investments in market by ARN, and is rolling out in a number of phases including targeted TV, outdoor, transit, digital, and social.
The TV commercials show Melbourne’s distinctive Australian culture through a different lens, pointing out how bizarre, unique and funny it can be when taken out of context through the eyes of an outsider.
Through a series of Melbourne entrance exams, O’Connell is tutored by his new sidekick, Melbourne-native Jack Post, in themes that shine a light on the idiosyncrasies of Australian culture.
ARN chief marketing officer Anthony Xydis said: “This campaign is a significant media investment to launch Melbourne’s newest breakfast show and aims to build familiarity with Melbourne for The Christian O’Connell Breakfast Show.
“Leveraging GOLD 104.3’s established strength and popularity in the market, it was incredibly important that the creative elements of this campaign reinforce a simple key message that emphasises Christian’s unique breakfast show is ‘Ready for Melbourne’.
“We wanted to share the honesty of Christian’s personality in his move to Melbourne, and his chemistry with Jack is a great glimpse into the show’s entertainment factor for audiences.
“The campaign is a key part of ARN’s strategy for GOLD104.3 in 2018 and reflects an ongoing investment in marketing nationally and in the competitive Melbourne breakfast market.”
The TVCs were unveiled on free-to-air TV on Sunday ahead of O’Connell’s first show on air in Melbourne today, with the second stage of the campaign to see the release of outdoor elements on Sunday 10 June.
Creative agency: JOY
Production company: HunkyDory Films
Director: Nick Jones
Photographer: Steve Ullathorne, Steve Ullathorne Photography