Christian O’Connell uses wheelie bins for new campaign: ‘Kyle and Jackie O had used up all of the marketing budget’
Popular radio host Christian O’Connell has added fuel to the fire in the ongoing radio war with a new unique advertising strategy.
Melbournians have woken to find wheelie bins across the city plastered with advertisements promoting his GOLD FM breakfast show.
Nicknamed Bin Boards, O’Connell conjured up the idea while putting his own bins out ready for collection. His reason? “Kyle and Jackie O had used up all of the marketing budget.”
Earlier this week, the Sydney-based radio duo stormed into the Melbourne radio scene after signing a $200 million 10-year contract to expand their KISS FM show.
On launching his Bin Boards, O’Connell said, “We’ve had all our marketing budget for the year taken away, so there’s no big billboards, all we’ve got is…Bin Boards.”
“As I’m taking my big old bin out, I’m thinking this is the only thing that I can ask you for right now. This is what we’ve come down to, a kind of very smelly, dirty rebel alliance army.”
O’Connell is encouraging residents to volunteer their wheelie bins for his campaign, offering 500 people a full, professional bin clean in return.
ARN chief connections officer Lauren Joyce said involving the listeners in their marketing campaign has previously been successful.
“By giving them the opportunity to be ‘bin-fluencers’, we’re turning their loyalty into advocacy and delivering a reminder of the show every time they go to the bin,” Joyce said.
Listeners of the show can register online here to nominate their bin to the campaign.
Subscribe to the daily newsletter
I dont think this is legal.
The bins are Municipal property and not that of householders.
There are three people on this show. And the two Australians carry the show. Not the import.
User ID not verified.
I would 3 stickers please
User ID not verified.
Have your say