Triple M is ‘everything Melbourne’ in TV/Outdoor campaign to promote Breakfast team via GPY&R
Triple M, via agency George Patterson Y&R, Melbourne, is launchinga new marketing campaign on Sunday to promote their hot Breakfast team EddieMcGuire, Luke Darcy and Mieke Buchan, including TVC and outdoor thatencompasses ‘everything Melbourne’.
The two 30 second TVCs showcase iconic Melbourne landmarks andencapsulate all things that Melburnians know and love. Iconiclandmarks, people, places and things are featured including Luna Park,Federation Square, the Arts Centre, The Tan, Eureka, Crown, the MCG,Footy, St Kilda player Nick Riewoldt, Shane Warne, Molly Meldrum,trams, laneways, tennis, hook turns, rain and Eddie’s own Broadmeadows.
The television campaign will be supported by large formatoutdoor gracing the city and surrounds with the same theme. Triple M’siconic Dr Dan track is used in the campaign as a continuation of thereturn to its rock roots.
Says Head of Marketing and CommunicationsAustereo, Nikki Clarkson: “The ‘everything Melbourne’ messagereiterates the core of what Triple M’s Hot Breakfast and Eddie McGuireoffer in breakfast radio – a show that features Melbourne’s breakingnews, sporting heroes and the latest on everything that makes Melbournea great city.
“The new campaign embodies all that Eddie, Lukeand Mieke are committed to delivering Triple M listeners on a dailybasis – the scoop on everything Melbourne in a fun and entertainingway. The launch is perfect timing for the show especially after itssignificant increase in share in this week’s Nielsen Radio ratings.
“Theshow’s strong local feel is paying off with listeners. The HotBreakfast’s latest ratings saw a rise to a 6.8 share – 1.5 pointshigher than last survey and 3.1 from this time last year. These are thestrongest breakfast result for Triple M in nearly three years.”
Agency: GPYR Melbourne
Executive Creative Dirctor: Ben Coulson
Creative: Jim Ingram
Account Manager: Will McLachlan
Production Company: Fabric Films
Director: Charlie Fergusson
Producer: Carla Robertson
Post Production – The Post Lounge
Producer – Celeste Fairlie
Editor – Sam Stokes
Colourist – Alex Evans
Online – Phil Radford
Sound design – James Starnes
Client – Austereo / Triple M
Head of Marketing & Communications – Nikki Clarkson
Senior National Marketing Manager – Adam Bower
9 Comments
If I was a sadistic, torturing, grandmaster of evil, I’m pretty sure I’d make you listen to Eddie McGuire first thing in the morning, before you had coffee and your senses, during Grand Final Week, while Collingwood is playing.
Yep, that would send any sane person livid.
@9:10am – Cats supporter by any chance?
Go Charlo!!
@ 9:38am,
not even close, don’t really follow AFL much, but listening to Grandstand on the weekend, they allowed Collingwood supporters 2 hours of time on Saturday to shine in the sun. Needless to say, it was some of the most polarising radio Grandstand ever aired.
Back to the ads.
They’re ordinary.
Seriously, could have been self produced by Triple M.
these ads are as boring as melbourne.
What I love about this Melbourne idea is that it could so easily be franchised for Sydney, Brisbane, Perth, Adelaide etc etc wherever Triple M broadcasts. And after it’s been used for a season or two, the idea could then be on-sold to every city in the world. That’s what I call a campaignable idea!
Nice. Well executed because of the little idiosyncrasy’s only Melbournians will get.
Well done to Triple M for featuring Melbourne and their icons.
Other cities should also move on and start marketing their own as well, great to boost Tourism.
Were a very proud city..