Kiss Beats The Rat Race With Six-Figure Campaign

Emap’s London-based Kiss 100 FM is launching a £1 million cross-media campaign to promote the Bam Bam Breakfast Show.

The six-month campaign, which has been designed by Mother, launches later this month across Channel 4, Channel 5 and Emap’s portfolio of digital channels. The main TV push will be supported by a poster campaign comprising 6-sheet and 48-sheet activity.

This is the third campaign that Kiss 100 has launched under the ‘Livesexy’ umbrella and the creative focuses on a cartoon rat tuning in to the Bam Bam Breakfast Show to escape the “blandness of normal existence”.

Commenting on the campaign, Russell Jones, brand director at Emap, said: “This is the first time we have focused our brand marketing around a specific part of the schedule. Bam Bam is a pivotal part of our programming and provides the quickest access point in to the brand for non-listeners.”

Yan Elliott of Mother, who wrote and directed the campaign, said: “Advertising the breakfast show meant we were looking for an idea that summed up the morning. If you listen to Kiss in the morning it is far from the usual breakfast show, so basing it around the rat race and tapping into everybodyšs dream of escaping it, seemed a strong idea.”

Media for the campaign was planned by Naked and is based around the notion that radio listening is habitual. Therefore the campaign will run during habitually watched programmes and habitually passed outdoor sights in an attempt to get people to change their listening habits.

According to RAJAR data for the second quarter of 2002, Kiss 100 FM saw its weekly reach decline by 5.2% year on year to 1,489,000, down from 1,570,000 in the same period last year.

Last month Emap Performance and GWR formed a joint venture company called EG Digital to launch Kiss across GWR’s local digital radio multiplex network (see Emap’s Kiss To Launch Across GWR Digital Multiplex). The deal, which will bring Kiss to digital listeners in Bristol, Swindon and Wolverhampton, will increase the station’s potential UK audience by around 9 million listeners.

Emap: 01733 568 900 www.emap.co.uk

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