But he was unnecessarily flying to LA and back week after week too.
That wouldn’t be good for you either
3 Likes
I don’t know why they think this campaign of belittling their show is good. It’s terrible.
10 Likes
i guess the case of throwing everything at the wall to see if something sticks at this stage…
3 Likes
How laughable. They go and kill a once-thriving radio station with K&J, watch the decline of their station in the Melbourne radio ratings and then throw a party about it? How did @MichaelPower and our tongue-in-cheek mockers not even think of this, are the folks at ARN simply reading too much MS? 
Speaking of this, there’s some people out there who really want KIIS to be like SEN, with almost no listeners and just very much being a really niche kind of radio station.
5 Likes
When there’s no positivity left to promote, the only means of capturing attention is with negativity.
2 Likes
Agreed. It’s not very K&J.
Mind you, I’m sure all K&J marketing goes through the duo themselves to approve it.
So it is what they want.
1 Like
Am I being naive or is this kind of clever + funny, as a marketing campaign
2 Likes
I agree, I’m not a fan of the duo, but thought this truly sets them as the underdog. It’s still in line with their make up your own mind campaign really.
Although I think from the science of influence perspective, it could work against them (eg, no one else is listening, so you don’t feel like you miss out if you don’t)
4 Likes
Agreed on that last part - I wonder whether there’s more currency in leaning into the fear of missing out (‘it’s the show everyone else is talking about’, no matter whether they’re 1st or 8th)
4 Likes
For any other duo it’d be clever & creative.
Maybe for Jimmy & Nath, or Fitzy & Wippa.
But with K&J’s previous “big” campaigns, this approach isn’t really in-line with their brand image.
1 Like
Won’t be too many talking about it if they’re 8th.
I can’t see this strategy working for them, it sounds to me like a backhanded compliment to Melbournians, like they think deserve to be #1 regardless.
2 Likes
Bravo @nickatnights! You need to send ARN an invoice!
9 Likes
A bit of truth in advertising will always be noticed!
“The tall poppy syndrome” is real. These two brash Sydney-siders just became a little more human.
Acknowledge the struggle. Have a laugh about it. Try and get the punters to sample again.
I love it.
8 Likes
Alright, who sent their mock to ARN
4 Likes
It’s been done many time before. In the 1980s, The New 2UW has a bumper sticker that read “I Hate Ric Melbourne”.
At the time Ric was the host of the breakfast show at UW. The station gave away thousands of dollars to cars adorning the bumper sticker.
Ric shot to No. 2 behind 2UE’s Gary O’Callaghan.
It’s not a new form of promotion, it’s just not common. It’s risky and it can work when the initial explosion is a fizzle. It makes people think KIIS is “owning it”. No spin. We failed.
It gets noticed.
TV Head - I think that screenshot you used may not be real. It looks fake. I doubt (although I could be wrong), that the networks in the US would ever admit to being No. 3
3 Likes
That’s real - pretty famous campaign.
It was poking fun at how Leno supposedly demanded the billboards the moment he got to number one, despite trailing Dave for years before that point.
I reckon this (for KIIS) is one of the better campaigns, can’t imagine it moves the needle, but it’s good ad work.
2 Likes
I have no issue with anyone owning it.
It just feels somewhat foreign for Kyle to own that he’s not number one.
3 Likes
Don’t come at me for US late night history. It’ll hurt.
9 Likes