ARN Launches ‘Ready For Melbourne’ Campaign For New Host Christian O’Connell

ARN Launches ‘Ready For Melbourne’ Campaign For New Host Christian O’Connell
SHARE
THIS



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.

CREDITS

Creative agency: JOY

Production company: HunkyDory Films

Director: Nick Jones

Photographer: Steve Ullathorne, Steve Ullathorne Photography

 

Please login with linkedin to comment

ARN Australian Radio Network Christian O’Connell HunkyDory Films Joy The Christian O’Connell Breakfast Show

Latest News

Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]

Herd MSL Announces Foxtel Account Win
  • Advertising
  • Marketing

Herd MSL Announces Foxtel Account Win

Comms agency Herd MSL announces Foxtel win. Forgoes office party poppers on account of the new $1300 Dyson cordless vac.

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution
  • Technology

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution

DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]