A new marketing campaign for Nova 100’s Ben, Liam, & Belle breakfast show is set to launch on Sunday to introduce Melburnians to the new show.
Following an initial campaign when the show launched in December, the new full-scale multi-channel campaign is designed to celebrate that the show is New to Melbourne, showcase the city’s distinctive culture, activities and locations, and give the audience a taste of the show.
It will feature a suite of TVCs, the extensive campaign will run across TV, cinema, BOVD, digital and social channels, and supported by OOH (out of home), for the next three months with further investment planned throughout the year.
Adam Johnson, NOVA Entertainment’s chief growth officer said, “Melbourne is a proudly unique place, with so many subtle things that distinguish it from other Australian cities. With that in mind, we wanted to lean into Ben and Liam’s newness to the city, rather than pretend they’re overnight Melburnians. The fact that Belle is Melbourne born-and-bred gave us the perfect comedic hook, as we see her school the boys on how to adapt to life there. We hope viewers will relate to visitors’ terror of their first hook turn, having to explain how to dress for a day-out or how ordering a coffee in Melbourne is never just ‘ordering a coffee’. The spots give a lovely insight into the team’s chemistry, and I’m sure that the people of Melbourne will take Ben, Liam & Belle into their hearts off the back of it.”
Ben, Liam & Belle can be heard weekdays from 6am to 9am on Nova 100 in Melbourne, streamed nationally via the Nova Player and listeners can catch up on the show on the daily Ben, Liam & Belle podcast.
Creative: NOVA Entertainment and Ben, Liam & Belle
Creative & Production: Red Engine
Media Agency: Carat Sydney