Kyle & Jackie O watch ‘real’ people share thoughts on the duo in new ads
Focus groups are at the centre of new ads for Kiis 1065’s Kyle & Jackie O show which aim to show audiences what Kyle and Jackie O are like behind the scenes.
The latest ads feature Kyle & Jackie O listening in on a focus group who share their thoughts on the duo.
The campaign, created by Joy, features a focus group who are asked questions such as why are Kyle & Jackie O polarising, what other careers could Kyle have, and what Jackie O really thinks of Kyle.
In the background however, Kylie & Jackie O are listening and watching, giving their own opinions on the comments made by the ‘real’ people in the focus group.
The ads end with the line ‘There’s only one Kyle & Jackie O.’
Anthony Xydis, chief marketing officer at ARN, said the campaign needed to “stand out” and showcase the “irreverence and cheeky side” of Kiis 1065 and Kyle & Jackie O.
“We wanted to take audiences behind the scenes and reveal more about what makes Kyle & Jackie O so unique,” Xydis said in a a statement.
“We used a real focus group because genuine reactions from both the group and Kyle & Jackie are funnier than anything we could have scripted and whether they were lovers or haters, what everyone can agree on is there is only one Kyle & Jackie O.”
The campaign will run across social, digital, TV and outdoor.
Credits:
- Creative Agency: JOY
- Production: Brilliant Films
- ARN Marketing Team
- KIIS 1065 Content Team
If you’re going to use ‘real people’ in your focus group, you should make them actors that I haven’t seen in other ads.
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That’s bad. How many cameras were in the focus group room?? How contrived is it?? How not funny is it.
Good strategy badly executed.
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But I recognise these actors! clearly not a real focus group. bogus.
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It’s relevant that they quoted Donald “Fake News” Trump, because this is a fake focus group… the curly-topped guy in the ‘Dumb’ ad has appeared in other ads. Dumb, indeed.
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Focus groups are normally full of actors.
Have seriously believed anything anyone has said in one?
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Hi all,
Re: using actors in these pieces, that’s a given, we’re not pretending that they’re not actors. We wanted to ensure the best on screen presence for the participants.
However their comments are 100% real and they are real people, recruited to take part in a focus group as either lovers or haters of the show.
They are all genuine, unscripted responses and conversations from the participants.
ARN Marketing Team
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I was expecting hilarious feedback – because let’s face it, the Kyle and Jackie O Show is polarising (personally, I love it and listen daily).
Of all the people that ring into the show daily to praise them, and there’s a truckload, in addition to the ones that criticise them and are brutally candid – surely there would have been better talent that could have provided genuine “genuine, unscripted responses.”
Kyle and Jackie O used to read tweets and social media feedback about themselves from listeners (often haters) on air which was hilarious, wrong, confronting and sometimes honest – and a great segment and good radio.
This just feels try-hardish, and sorry ARN Marketing – scripted, which is so off-brand for Kyle and Jackie 0. Shame really.
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Spin away ARN Marketing … but you are going to have to recognise that you have a fundamental creative flaw in your concept if you are needing to tell us it’s based on authentic responses. Better execution i.e. giving it all a true feeling of ‘us watching KJ, watching them’ would have been an easily accomplished low-fi execution. Instead, being ‘in the room’ with them, along with casting actors heightens the contrived nature. Ohh it’s also not funny. But the audience are true arbiters of what they like or not. I give it 7 or 14 days before you pull it. Perhaps the spots needed testing themselves in a focus group!
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It’s poorly executed, using “real responses” from actors and Kyle and Jackie O “not acting” also. And they’ve used Triple M’s tagline – There’s Only One.
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Hahaha lol, ARN Marketing Team! Seriously, this response is funnier than your ads.
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I am enjoying all the comments from Nova and SCA employees that knock everything to do with Kyle and Jackie. Let’s be honest – what would a focus group say about the Em and Harley breakfast show on 2DayFM? They would say” Who?”
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You’re probably right Nick, but ‘who’ is better than ‘ewww’.
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