With all eyes on the Melbourne radio market following Kyle & Jackie O’s arrival this week, ARN stablemate, GOLD FM’s The Christian O’Connell Show, has entered the marketing fray: steering clear of the sold-out billboards and instead taking its advertising to the curb with ‘bin boards.’
Kyle & Jackie O and SCA rivals Fifi, Fev, & Nick have both launched multimillion dollar campaigns this week in the tug-of-war for Melbourne breakfast share. Across the city, punters can spot branded billboards, bus shelters, and even transportation vehicles.
GOLD has taken a different approach. Listeners of The Christian O’Connell Show can register online for their bins to be cleaned by The Bin Butlers and plastered with a sticker promoting the show.
“We’ve been told there’s no more marketing money for this show this year. It’s all going towards Kyle & Jackie O,” O’Connell said.
“That’s fine. I’m thinking what are we actually going to do? Yesterday was my bin night and as I’m taking my big old bin out, I’m thinking this is the only thing that I can ask you for right now. This is what we’ve come down to, a kind of very smelly, dirty rebel alliance army.”
ARN chief connections officer Lauren Joyce added, “The Christian O’Connell Show is all about the listeners and our most successful marketing to date has been where we have involved them in the campaign. This is yet another example of that. By giving them the opportunity to be ‘bin-fluencers’, we’re turning their loyalty into advocacy and delivering a reminder of the show every time they go to the bin.”
Bin Boards
Kyle & Jackie O’s marketing campaign asks Melburnians to tune in and make up their own mind about the show, featuring sensationalised headlines and quotes from competitor media personalities. Beginning in print, a TVC has been added to the campaign.
SCA’s The Fox launched the ‘Melbourne’s Biggest Party’ campaign for breakfast show Fifi, Fev, & Nick.
Following Mediaweek’s report that Kyle & Jackie O’s Melbourne expansion came after rival SCA offered the pair national breakfast during last year’s contract negotiations, Dave Cameron, SCA’s chief content officer, said the idea of the network replacing any of its strong FM breakfast shows – particularly when they’re on long-term arrangements – “is just categorically untrue and fundamentally bonkers”.