Kyle & Jackie O’s ‘banal’ radio show critiqued in latest focus group ads

Kiis FM’s focus groups, which last year described Sydney’s breakfast show hosts Kyle Sandilands and Jackie ‘O’ Henderson as the ‘Donald Trump of radio hosts’ are back again, this time describing the duo as “naff”, “annoying” and boring”, and Kiis FM as the “zone out, non-thinking” station.

The latest campaign by Joy for ARN’s Kiis FM builds on last year’s efforts, which saw a group of people assess the breakfast duo while Kyle and Jackie O sat behind a mirror and listened.

The campaign sees Kyle & Jackie O return behind the mirror and listen to what people have to say about them

It also follows on from the unveiling of an outdoor campaign for Kiis, which commenced on January 22.

One 30-second advertisement sees Sandilands and Henderson listening to how people think the hosts prepare for the show.

Another ad sees the ‘real’ people in the focus group discuss their perceptions of the show – which includes criticisms such as “it’s the same stuff”, “it’s boring” and “it’s not exciting, it’s not interesting, it’s banal”.

The ads finish with the tagline, ‘There’s only one Kyle & Jackie O’.

ARN’s chief marketing officer, Anthony Xydis, said the campaign aimed to reach of Kiis 1065’s core demographic and fans.

“It’s also an opportunity to introduce Will & Woody to our Sydney audiences as a ‘fresh way to drive home’,” Xydis said.

“ARN is committed to ongoing investment in marketing and this campaign for Kiis 1065 and Kyle & Jackie O is one of our most extensive to date.

“Sydney is a very competitive market so we chose a high impact campaign across multiple channels to reinforce key messaging for the show, utilising TV and multiple outdoor platforms complemented by an extensive digital and social campaign.”

The campaign will run across TV, outdoor, digital and social.


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