New KIIS FM TVC out to disrupt Fox FM & Nova listenership

Assistant Editor

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”.

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Jim
12 Mar 2019 - 10:05 am

Labelling Nova 100 breakfast show’s audience as pretentious shows a major lack of insight for this campaign. If you’re going to try and appeal to those that have switched to another station, you’d better get it right, otherwise it wont resonate.

Carly
12 Mar 2019 - 10:37 am

Oh dear. The one take out I have from the second TVC is ‘Nova’s Morning Show’ when you’re a breakfast show in the 4’s investing marketing $ to build the competition isn’t wise.

Garry Sizzle
12 Mar 2019 - 10:55 am

Always Awkward…

Lieutenant Dan
12 Mar 2019 - 10:59 am

I like the flanking/disrupting strategy if you’re offering up something different, but KIIS in Melbourne are not flanking/disrupting with their product. They’re just another CHR in a city where the #1 CHR station is a 10+ fortress.

What can they get from KIIS that they arent getting from Fox (which is rating double digits)?

TheT
12 Mar 2019 - 11:07 am

These are a wasted opportunity and certainly not strong enough to dislodge habitual listening.
They spend too much time setting up the joke and not enough time selling the product….like if you’re Pepsi trying to get people to switch from Coke, you at least need to give a compelling reason why make the switch.
For the record I actually really like Jase & PJ, it’s a great show… but perhaps the marketing team are too used to winning with Kyle and Jackie O they have forgotten how to market a challenger brand.

Say What?
12 Mar 2019 - 11:48 am

How did they get Nova’s listener profile and image so wrong?! Oops!

Mark D
12 Mar 2019 - 11:58 am

Isn’t KIIS flashy and pretentious and nova is the bogan brand. Not sure anyone would see Chrissy Sam and Browny as anything other than bogans

Anon
12 Mar 2019 - 12:56 pm

New TVCs, new ratings position, big day for you guys, congrats.

epic marketing fail
12 Mar 2019 - 1:12 pm

On the verge of becoming the new Kendall/Pepsi worst thought out marketing strategy of all time.
Wrong perception of Nova brand, wrong angle to tell Fox passionate and loyal audience they’re boring, and no unique proposition from a supposed challenger brand being marketed against 2 big brands that currently don’t have negative perceptions. ARN CMO might need to go and get a refresher TAFE certificate on marketing.
Expect this one to be off air by the end of the week….
That poor awkward couple cant get a break from their parent company….

Librarian
12 Mar 2019 - 2:19 pm

Imagine being that bitter that you’ve got to spend marketing money to bash another station AND make fun of potential listeners. It’s not their fault Jase & PJ are a flop.

Argo
12 Mar 2019 - 2:37 pm

Well it has created some talk here…good early sign

adam jones
12 Mar 2019 - 4:36 pm

At least Fox and Nova’s breakfast teams will most likely still be on air this time next year, unlike these two who won’t be around for much longer if they continues to rate in the 4s in such a competitive market. To be almost 2 full points behind your nearest rival shows that listening are not enjoying these two as much as the head honchos at ARN are claiming and they be falling lower and lower each survey.

4.9
12 Mar 2019 - 8:07 pm

righto.

In the minority
13 Mar 2019 - 12:36 pm

I actually thought it’s quite brave to call out the market leaders and challenge them!

And I quite enjoyed the ads!

Nick off
13 Mar 2019 - 12:59 pm

I’m sorry I’m sure Jase and PJ are nice people but time to pack up and go back to New Zealand. This campaign will prove to be disastrous for them sad but true.

Dave
13 Mar 2019 - 1:00 pm

ARN my god what are you doing bloody hell. Fail with a capital F.

Blair
14 Mar 2019 - 8:54 am

Pull the campaign save your money ARN.
It’s a dead dog lying in the middle of the road.

Damo
14 Mar 2019 - 10:26 am

I like it. It’s brave and cheeky and just what a market like Melbourne (a market of big name stars) needs to disrupt listening habits that are firmly entrenched.

Over-Cautious marketers have created a bunch of stale category conventions in advertising the radio industry.

God forbid someone should try something other than putting a generic image of their breakfast team on a billboard.

Sean
15 Mar 2019 - 9:49 am

Nice people Im sure but they didnt go well in New Zealand and would be more suited to the Canberra market. It is looking certain now that ARN will have to launch another show in 2020. Hope Jase and PJ get a role somewhere else that better fits their standard of broadcasting. ARN station in Brisbane could use them for breakfast or they could deliver a good night show for KIIS or GOLD/WS.

Grant
15 Mar 2019 - 9:53 am

ARN will be looking for a new show next year and I know that Em Rusciano lives in Melbourne. She would do well and may have learned her lesson. She could do a duet with Ed Kav who is all in Melbourne. Good local show by two top comedians.

Pria
15 Mar 2019 - 4:38 pm

Regardless of the strategy, whoever wrote these is a bloody genius.

Very funny ads.

Darren Moss
16 Mar 2019 - 8:47 pm

Don’t be too quick to write J&PJ off, they have a good show that’s different.

@Sean – In NZ they were very successful in drive on the ZM network. In fact their pre-recorded best bits rated better than other stations with live drive shifts.

Some people need to get past the Australia/NZ thing and let people show they can be good in either market. Jase is Aussie (B105), PJ is a good Kiwi broadcaster. She ads some spice, another viewpoint different to what we already have.

Jase and PJ are not the problem. The challenge is KIIS 101.1 is not strong overall. It doesn’t have the same feel and sound as KIIS 106.5. They’re also up against legacy stations with established broadcasters, so it’s gonna take time.

Flick around Melbourne and other markets, you will find what Jase and PJ are doing is half decent and they are passionate about bringing something new and different.

Good on ’em for giving it a go.

No, I don’t work for ARN.

2 strikes
17 Mar 2019 - 12:32 pm

Sad to see a show with potential struggle to get results…

It couldn’t make the top 5 Drive shows in NZ and now striking out in Melbourne.

A show liked by people in radio… not so much by the people of NZ or Aust…

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