It didn’t take WSFM’s Jonesy and Amanda long to start talking about their new action figures on their award-winning show on Monday morning.
The dolls are replicas of the breakfast hosts and are featured in a new marketing campaign that premiered on Sunday night TV in Sydney. A big TV night that featured the Tokyo 2020 Closing Ceremony and the season launches of The Voice and The Block.
Sharing the WSFM studio with their dolls this morning, Amanda was keen to see if her look-alike was wearing undies. It didn’t take Jonesy long to make a joke about bosoms, while Amanda shot back, “Look at your mound.”
To celebrate the new ad campaign, the hosts were sharing the arrival of the dolls with listeners. But as Amanda explained, that didn’t include giving away some of the replicas. At a cost of an estimated $8,000 to replicate the duo, there weren’t spare dollies to give away.
Instead, listeners received a Jonesy and Amanda merch pack which included a mug, a puzzle and a tea towel, all of them carrying digital images of the presenters.
An extra highlight on Monday’s breakfast show was an interview with Sarah Ferguson. The discussion was to focus on the arrival of her new novel, with Jonesy telling listeners they had received a long list of subjects they were not able to ask the Duchess of York.
Inside the Jonesy and Amanda ad campaign
The new ads were developed by independent creative agency Emotive.
The Jonesy & Amanda action figures star in three 15-second TVCs and the campaign will be rolled out across TV, BVOD, transit, social and digital.
Of her transformation into a doll, Amanda Keller said, “Ever since I was a little girl, I have dreamed of being a dolly. But not one of the ones that wees or cries like Teary Deary more like a Barbie – who can be an astronaut one day and a flight attendant the next.”
Brendan Jones added, “At last, I’m a collectable action figure! …. I don’t know if I’ve got kung fu grip though!”
The new campaign follows ARN’s recent Defining Audio brand evolution which launched to market highlighting quality connections and audio at the heart of everything ARN does.
ARN’s chief connections officer Lauren Joyce said, “This is Jonesy & Amanda like you’ve never seen them before. This new campaign really represents where WSFM is now, it’s all about fun, vitality and living your best life – which Jonesy & Amanda do every morning on their breakfast show. They were an integral part of developing this new campaign and you can see their familiar humour, wit and smarts all over it.”
The WSFM campaign is Emotive’s first for WSFM since being appointed last year as the creative agency for ARN, the commercial radio network that includes KIIS, Pure Gold, The Edge and iHeartRadio brands.
Rupert Taylor, Emotive creative director said, “We got really lucky with Jonesy and Amanda – they’re really bold and were super into the idea. The people at Yippee Ki-yay did an amazing job on the action figures and Division smashed the production in a tough environment.”
Listen to Jonesy and Amanda’s Mediaweek podcast recorded earlier this year.
Campaign credits
ARN Marketing Team
Chief Connections Officer: Lauren Joyce
Marketing Director: Donna Gordon
Brand Manager – Pure Gold Network: Hannah Astra
Creative: Emotive
CEO & Founder: Simon Joyce
Head of Strategy and Managing Partner: Michael Hogg
Creative Director/Writer: Rupert Taylor
Business Director: Marshall Campbell
Senior Strategist: Anna-Claire Clendon
Senior Producer: Gemma Atkinson
Production Company: Division
Director: Yianni Warnock
Executive Producer: Genevieve Triquet
Producer: Michaela Le
DOP: Sean Ryan
Post Production: ARC Edit
