One man’s trash is Christian O’Connell’s marketing campaign


The radio war in Melbourne is well and truly heating up following Kyle & Jackie O’s arrival into the market earlier this week.

It only takes a quick stroll down the city streets to be inundated with brand marketing from all the major radio players, from billboards to bus shelters and even branded transportation vehicles.

To make its own mark on the city and to fight against the sold-out billboards, The Christian O’Connell Show on Gold 104.3 decided to get a little creative and take its advertising to the literal trash of Melbourne with its ‘bin boards.’

Christian says “We’ve been told there’s no more marketing money for this show this year. It’s all going towards Kyle and Jackie O. That’s fine. I’m thinking what are we actually going to do? Yesterday was my bin night and as I’m taking my big old bin out, I’m thinking this is the only thing that I can ask you for right now. This is what we’ve come down to, a kind of very smelly, dirty rebel alliance army.”

ARN Chief Connections Officer Lauren Joyce says“The Christian O’Connell Show is all about the listeners and our most successful marketing to date has been where we have involved them in the campaign.  This is yet another example of that.  By giving them the opportunity to be ‘bin-fluencers’, we’re turning their loyalty into advocacy and delivering a reminder of the show every time they go to the bin.”

Listeners of the show can register online here for their bins to be cleaned by The Bin Butlers and plastered with a sticker promoting Gold104.3’s The Christian O’Connell Show.

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3 May 2024 - 1:00 pm

But doesn’t that have a double entendre/can be interpreted by competitors that the show is “trash” if the show is associated with rubbish bins? Is this what ARN is resorting to, just to give even more advertsing money and attention to K&J? Is Duncan Campbell putting all his eggs into one basket?


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