Triple M launches ‘Sounds Like Triple M’ marketing campaign
Southern Cross Austereo has announced a new Triple M marketing campaign with the tagline; ‘Sounds Like Triple M’.
The Triple M network celebrates its 40th birthday this year, and has grown to 45 stations across FM, AM, DAB+, mobile and online.
The new campaign sets out to communicate what listeners can expect when they engage with Triple M, a brand that has a passionate, fun and absurd energy that simply cannot be put into words.
The campaign centres around an animated giraffe, affectionately known as Bruce, who is singing Whitesnake’s ‘Here I Go Again’.
What this ad conveys is Triple M’s uniqueness. We wanted to reflect our irreverent tone of voice, and to evoke the feeling you get from listening to Triple M – whatever that means to you. Whether it’s the shows, the music or the footy, it should make you feel great,” said head of Triple M, Mike Fitzpatrick.
“The campaign is a simple idea that aims to reinforce Triple M is one of a kind. The imagery in the commercial, brought to life by the team at Thinkerbell and animation experts Cadre, together with an iconic rock song, delivers on this promise,” added SCA chief marketing and communications officer, Nikki Clarkson.
The campaign was put together with help from agency Tinkerbell, and will roll out across TV, catch up TV, outdoor, print, digital and social from Sunday March 1.
“What makes Triple M, Triple M? Personally, I have no idea how to describe it. But I know a giraffe named Bruce and a band called Whitesnake who can!” said chief creative tinker at Thinkerbell, Jim Ingram.
Chief thinker at Thinkerbell and consumer psychologist, Adam Ferrier, added: “The giraffe represents both a visual and audio distinctive brand asset that creates a sense of cognitive disfluency in the receiver….. ahhh forget it, it’s just a bit of fun.”