Triple M launches ‘Sounds Like Triple M’ marketing campaign

Staff Writer

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.”

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29 Feb 2020 - 9:23 am

Sounds Like Triple M. I wouldn’t be using that tag line, it’s generic, meaningless and has no substance, like Triple M.

29 Feb 2020 - 10:09 am

Sorry but does anyone really care about or listen to Triple M anymore. They should use a dinasour in their advert not a giraffe. SCA won’t back it up with any airtime anyway, looks like they’ve got no money to spend anymore, after all those redundancies.

29 Feb 2020 - 10:54 am

How can they afford an ad they just axed over 100 staff.

29 Feb 2020 - 1:40 pm

Based in a 1970s style lounge room how appropriate. Sorry boys WS and GOLD have the older market nearly all to themselves. Triple M has niched itself out of existence.

Missed the mark
2 Mar 2020 - 9:17 am

I don’t “get” this.

It reminds me of the dancing dog ads that the old Austereo made for the Today network stations back in the 90s. Kind of cheap, lazy and imported from the US.

For Triple M’s 40th anniversary, I just don’t think this says anything. A music montage, with album covers flashing up like the old Dr Dan ads from the 80’s would be more relevant.

2 Mar 2020 - 9:44 am

Love it – fun, different and certainly stands out !

Gee Raff
2 Mar 2020 - 2:01 pm

Look at all the whingeing, whining, “back in my day” and narky, bitchy comments on here.

It’s meant to be a bit of fun. Lighten up.

2 Mar 2020 - 4:26 pm

Yeah Raff, I completely agree, but I think the frustration comes from the fact that Triple M hasn’t evolved.

I mean they’re using Whitesnake & a hit from over 30 years ago. Why not use an Aussie band as they bang on about Aussie music, there’s plenty of those – Parkway Drive, Amity Affliction, Polaris……..oh wait, they don’t play any of them – maybe Choirboys again

2 Mar 2020 - 5:24 pm

Can some SCA staffers hurry up and say some great things about this campaign please?

Waste of Money
4 Mar 2020 - 2:09 pm

why they used an animal from africa and not an australian animal is beyond me. it would have been perfectly topical and appropriate..
also – triple m barely play white snake (im sure their spins have increased to push the ad) and they had no interest in supporting the whitesnake tour, gave it a hard pass.
SCA is a lost cause, no one is leading the way – same ads same creative – boringgggg

Elizabeth durbridge
15 Mar 2020 - 7:25 pm

Love,love,love it…….best animal for the job……i am 66 and my daughter 33 and we texted each other about the add……we are both animal lovers and the giraffe was the right choice…..have fun…this add makes me get off the lounge and dance..whoooo.

3 Jun 2020 - 6:29 pm

From an ex ad person, this is brilliant. No negative comment from me.

Mary Lebihan
7 Aug 2020 - 3:41 pm

That giraffe advert is so good , absolutely gorgeous , well done the people who thought it up.

Tracey Mugridge
7 Sep 2020 - 7:24 am

I love the Triple M ad with Bruce the Giraffe in it.It makes me smile every time. It’s a feel good ad. There should be more like it. Thanks for brightening my days.


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