Kiss – Never Stand Still
THE CHALLENGE: Following our successful rebranding of the Kiss radio station and entertainment network in 2006-7, we won a creative pitch in 2008 to develop the first major marketing campaign to support the Rickie and Melvin breakfast show, as part of a wider £1.5m investment into the station over the year. The brief was to elevate Kiss’ status as a breakfast-slot station and disrupt the competition, who had reigned at the top of listener ratings for too long.
OUR APPROACH: Having been appointed to lead this flagship programme from relative obscurity, we needed to introduce and firmly establish Rickie and Melvin as a young, fresh, entertaining duo. Bringing their personalities to life and celebrating the rest of the production team, ‘Jump start your day’ differentiated the show from its competition, positioning it as a more energetic, youth-focused show – qualities synonymous with the Kiss brand.
ENGAGEMENT ACTIVITY: Different executions of the creative ran across an outdoor 48 and 6 sheet campaign, as well as bus sides and digital escalator panels on the London Underground. The campaign was also adopted online and remains the signature look and feel for the show.
RESULTS: Our breakfast campaign for KISS FM knocked Capital off the breakfast top spot for the first time since the KISS FM launch. Rajar results showed KISS entertaining more London listeners than the previous quarter, with 1.71 million tuning in every week and representing a YOY increase of some 12%.