Gold104.3 introduces Melbourne to the Christian O'Connell Breakfast Show in new spots via Joy

Screen Shot 2018-06-01 at 1.12.04 pm.jpgARN has today announced its new marketing campaign via Joy, to introduce Gold104.3's The Christian O'Connell Breakfast Show to Melbourne. Through various executions it embraces the concept that international radio legend, Christian O'Connell, is 'Ready for Melbourne'.
 
The Gold104.3 marketing campaign showcases new talent Christian O'Connell and will roll out in a number of phases including targeted TV, outdoor, transit, digital and social.

It represents one of the largest investments in market by ARN.
 
The TV campaign for launch shows Melbourne's distinctive Australian culture through a different lens, pointing out how bizarre, unique and funny it can be when taken out of context through the eyes of an outsider.
 
Through a series of Melbourne entrance exams, Christian O'Connell is tutored by his new sidekick, Melbourne-native Jack Post, in themes that shine a light on the idiosyncrasies of Australian culture which include quizzing the radio host on footy team names, colloquial nicknames and where to buy the best BBQ sausage.
 
Says Anthony Xydis, chief marketing officer, ARN: "This campaign is a significant media investment to launch Melbourne's newest Breakfast show and aims to build familiarity with Melbourne for The Christian O'Connell Breakfast Show.

"Leveraging Gold104.3's established strength and popularity in the market, it was incredibly important that the creative elements of this campaign reinforce a simple key message that emphasises Christian's unique Breakfast show is 'Ready for Melbourne'.
 
"We wanted to share the honesty of Christian's personality in his move to Melbourne, and his chemistry with Jack is a great glimpse into the show's entertainment factor for audiences.
 
"The campaign is a key part of ARN's strategy for Gold104.3 in 2018 and reflects an ongoing investment in marketing nationally and in the competitive Melbourne Breakfast market."
 
The TVCs will be unveiled on free to air TV on Sunday ahead of The Christian O'Connell Breakfast Show's first show on air in Melbourne on Monday 4 June, with the second stage of the campaign to see the release of the outdoor campaign on Sunday 10 June.
 
Creative agency: JOY
Production Company: HunkyDory Films
Director: Nick Jones, HunkyDory Films
Photographer: Steve Ullathorne, Steve Ullathorne Photography

5 Comments

Ha said:

That’s actually quite funny.

What happened? said:

To JOY?

They used to make great work for Nike and SBS?

Then they fell off the radar. Totally disappeared.

Then they came back with this.

What a shame.

Good independent agency that fell apart.

@What happened? said:

It’s been a long time since I’ve seen any work on the blog that matches the calibre of SBS and Nike. To hazard a guess I’d say they’ve gone the same way as the industry, and completely underinvested in their creative department.

Trolls said:

I like this for what it is, and I think it’s unfair to judge an agency on work that will obviously work it’s socks off.

In terms of what happened, they did ‘cake’ about a year ago - what have you done recently that’s so amazing?

Joyful said:

Joy are still around??? I thought they shut years ago!

Meh.

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