Christian O’Connell and listeners become part of the Melbourne landscape

Christian O’Connell has painted the town Gold and made listeners part of the artistic tapestry in Melbourne with the latest marketing campaign. 

The GOLD 104.3 marketing team worked closely with the content team and breakfast show to create something that transcended traditional artwork and became a story arc. 

The process spanned several weeks, drove direct engagement with thousands of listeners and resulted in a beautiful contribution to the Melbourne art scene.

Along with more traditional marketing elements, including high-impact outdoor, print, digital and social, the team commissioned several murals, to literally paint the streets of Melbourne. 

The audience determined the content and shared their personal images for inclusion. Thus, the street art Wall of Dogs, Wall of Nans and the Hearts of Gold Wall were born. 

All of the murals are live for one more week until the 27th of June, and can be found at the following locations:

• The Dogs of Melbourne– Cnr of Lygon St and St Phillip St, Brunswick East
• The Nans of Melbourne – Cnr of Commercial Rd and Donald St, Prahran
• Melbourne’s Hearts of Gold – Cnr of Victoria Pde and George St, Fitzroy

Of the campaign, Christian O’Connell, host of The Christian O’Connell Breakfast Show said, “Our listeners make the show with us – when I heard I was getting my own iconic piece of Melbourne’s street art and a mural, I thought it would be great to give away some murals to our audience! Oprah gave away cars, I would give away a wall.”

“Now the good people of Melbourne can go marvel at our Wall of Dogs, or the Wall of Nans and the Hearts of Gold wall, giving thanks to everyday unknown local legends who make our lives and communities better.”