New KIIS FM TVC out to disrupt Fox FM & Nova listenership
ARN has launched a bold new marketing strategy for its KIIS 101.1 Breakfast show Jase & PJ.
The campaign will roll out across outdoor, digital and social, and also aired in Melbourne overnight on television.
The slogan for the campaign is ‘change your station, change your life’.
The new TVCs see friends and family of ‘Tim’ and ‘Rach’ holding an intervention, urging them to change their radio listening habits.
“This is an unapologetically fun and cheeky campaign designed to get cut through and to entertain Melbourne audiences,” said ARN chief marketing officer Anthony Xydis.
“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.”
Tim is urged to stop listening to Fox FM as it’s making him “stale” and “basic”.
Meanwhile, Nova has made Rach “pretentious”.