ARN has unveiled a fresh marketing campaign for The Kyle & Jackie O Show in Melbourne, centred around the tagline Radio Gone Rogue!

Kyle và Jackie O

Created entirely in-house, it’s the next phase in ARN’s strategy to grow its Melbourne audience.

Rolling out across outdoor, digital, social and TV, the campaign is headlined by a tongue-in-cheek TV commercial which launched yesterday.

Based on a concept the show has run previously, the next instalment is once again set in a focus group where participants share their brutally honest opinions on Kyle Sandilands and Jackie ‘O’ Henderson – while the KIIS FM duo secretly watches on.

Multiple executions of the TVC will roll out in the coming weeks, each highlighting different unscripted and unfiltered reactions to the show.

The new creative direction builds on ARN’s previous Melbourne campaign, We’re Behaving, which launched earlier this year.

Lauren Joyce, ARN’s Chief Audience and Content Officer, said: “The only thing routine about The Kyle & Jackie O Show is the timeslot – every morning it is unexpected and goes against the grain of formulaic radio. It’s a little bit rogue, in the best possible way.”

“Radio Gone Rogue! taps into what listeners, both loyal and new, tell us they love most about the show; it’s bold, it goes where others won’t and frankly, it’s unswitchoffable.”

The integrated campaign is now live across Melbourne’s key outdoor sites, digital platforms, and social media, with TV coverage continuing in the coming weeks.