ARN has opened its wallet for a new marketing campaign for KIIS 101.1 in Melbourne.
The broadcaster indicated it is one of the largest multichannel campaigns it has ever done in the market, designed to build familiarity for new breakfast hosts Jason “Jase” Hawkins and Polly “PJ” Harding and their content.
Both broadcasters are new to the Melbourne market and both ARN and the hosts are undertaking a do-or-die effort to lift the station, which has underperformed in the market for some time.
ARN’s chief marketing officer Anthony Xydis said the agency JOY was engaged to create the campaign in conjunction with ARN’s marketing department content teams and Jase & PJ themselves.
“We’re excited to launch our latest marketing campaign in Melbourne for KIIS 101.1. It’s one of the largest multichannel campaigns that ARN has put in market and is designed to build familiarity for Jase & PJ and their unique brand of ‘always awkward’ content,” Xydis said.
“The TV campaign, developed with our creative agency JOY, the ARN marketing and content teams and both Jase & PJ, sees Jase & PJ caught in awkward lift situations during their first days at KIIS with an awkward selfie, a loud burp and the discovery of bird poo in PJ’s hair all reflecting the fun, unique and often sibling-like relationship that Jase & PJ share.
“The campaign features a multiplatform outdoor campaign across large format, street furniture and transit, and is complemented by social and digital.”