ARN launches large-scale marketing campaign for KIIS 101.1’s Jase & PJ

Former Assistant Editor

KIIS 101.1‘s new Breakfast duo Jason Hawkins and Polly  Harding are at the centre of a new multi-channel marketing campaign by Australian Radio Network in Melbourne.

The campaign is one of the biggest attempted by ARN, and features multi-platform outdoor content as well as considerable social and digital advertising.

We’re excited to launch our latest marketing campaign in Melbourne for KIIS 101.1,” said ARN chief marketing officer Anthony Xydis.

“It’s one of the largest multi-channels campaigns that ARN has put in market and is designed to build familiarity for Jase & PJ and their unique brand of ‘always awkward’ content.”

“The TV campaign, developed with our creative agency JOY, the ARN marketing and content teams and both Jase & PJ, sees Jase & PJ caught in awkward lift situations during their first days at KIIS with an awkward selfie, a loud burp and the discovery of bird poo in PJ’s hair all reflecting the fun, unique and often sibling-like relationship that Jase & PJ share.”

“The campaign features a multi-platform outdoor campaign across large format, street furniture and transit, and is complemented by social and digital.”

The latest is the latest strategy to familiarise Melbourne with Jase and PJ, after KIIS 101.1 began airing a 8pm- to 10pm nightly replay of their Breakfast show this week.

Jase and PJ have also attempted a few stunts of their own, including a 20-hour non-stop table tennis rally last week live on air in honour of the Australian Open.

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26 Jan 2018 - 1:59 pm

The burping one is good. The bird-poop and selfie ones…not so much. ARN’s sloppy approach to everything is, however, most noticeable when you consider whether it is now KIIS 1011 or still KIIS 101.1 – the voiceover and the graphic don’t match. Also, if you listen, some station ads still reference 101.1, while the newer IDs say 1011. Lazy! Sad!


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