Kyle and Jackie O campaign against Melbourne’s ‘boring radio’
Kyle & Jackie O have officially arrived on the Melbourne radio scene with a new marketing campaign that uses their own bad press in their favour – urging listeners to make up their own minds.
The campaign uses sensationalised headlines and quotes from “well-known media titles and personalities” regarding Kyle and Jackie O – then pushes against this reputation.
The campaign will play across out-of-home, TV social, and radio. Steve Price, whose own quotes are featured in the campaign unwittingly fell into the KIIS marketing trap, using Monday’s night’s The Project to help promote the show.
“Kyle, last time I mentioned you on this program I called you a grubby buffoon,” Price said. “That was a compliment in hindsight. That garbage you put to air this morning, sexualised rubbish, toxic, nobody should listen to it and you will be a massive failure in Melbourne.”
Indeed, Price’s quote was featured prominently in the marketing.
“Every morning Kyle & Jackie O deliver a unique, loud and always entertaining show and that’s exactly what this campaign is,” explains Lauren Joyce, ARN Chief Connections Officer.
“You don’t get to be Australia’s most successful radio show by pretending to be something you’re not. Our plan was always to ‘own’ the headlines; and we’ve done that literally and figuratively.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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