ARN’s marketing plan to get Melbourne audiences changing stations

“This is an unapologetically fun and cheeky campaign”

ARN has launched new KIIS 101.1 Jase & PJ in the Morning TVCs as part of a new marketing strategy for the show.

The move comes just over 12 months since a major multichannel for the then new Melbourne radio show. And it comes just over six months since a major promotional campaign for The Christian O’Connell Breakfast Show at sister Melbourne station Gold 104.3.

The new KIIS 101.1 Jase & PJ TVC release spearheads the station’s broader marketing strategy and follows the February launch of the new “Change your station, change your life” campaign positioning across outdoor, digital and social.

The two TVCs show concerned friends and family staging separate “interventions” for two Melbourne locals, Rachel and Tim, urging them to assess their radio listening habits at breakfast and move on from their old station.

Rachel is urged to move on from listening to Nova’s morning show which has made her “pretentious”, while Tim is urged to move away from SCA’s Fox FM breakfast show which has made him “boring”.

ARN’s chief marketing officer Anthony Xydis said: “This is an unapologetically fun and cheeky campaign designed to get cut through and to entertain Melbourne audiences. Jase & PJ are delivering great content every day and we want to challenge entrenched habits when it comes to radio listening, and get Melbourne talking about how it’s time to try something different. The TVCs capture the sense of humour Jase & PJ share with their loyal listeners and showcases the bold, fresh energy of KIIS 101.1.”

TVC Credits:

ARN Marketing & Content Teams
Creative Agency: JOY Agency
Director: Jesse James McElroy
Production: Brilliant Films
Media Agency: Initiative

Watch the Rachel ad here.

Watch the Tim ad here.

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