Christian O’Connell gets explainers on Melbourne life ahead of Gold104.3 breakfast launch

Ahead of  Melbourne’s Gold104.3 launch of the Christian O’Connell breakfast show tomorrow, ARN has launched a campaign showing the British star learning about Australian life.

In the adverts, sidekick Jack Post takes O’Connell through the basics of living in Melbourne, showing how the city’s culture can look bizarre to outsiders.

The TVCs feature a series of exams where O’Connell is tutored by Post in themes highlighting the idiosyncrasies of Melbourne life, including AFL team names, colloquial nicknames and where to buy the best BBQ sausage.

O’Connell, the youngest radio presenter to ever be inducted into the UK Radio Hall of Fame, replaced Gold FM’s Jo Stanley and Anthony ‘Lehmo’ Lehmann who were axed in November last year.

Last month, Post, the former panel operator on the Hamish & Andy Show, was appointed O’Connell’s producer and sidekick on the breakfast program.

Duncan Campbell, ARN’s national content director, told Mumbrella at the time of O’Connell’s appointment: “Christian’s radio show is like nothing Melbourne has heard before and this change is a bold, progressive move for ARN and the entire local industry.

Speaking about the campaign, 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 GOLD104.3’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 will launch on FTA channels tonight with the campaign’s out of home components to start on June 10.


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