Kyle and Jackie O campaign against Melbourne’s ‘boring radio’

Kyle & Jackie O have officially arrived on the Melbourne radio scene with a new marketing campaign that uses their own bad press in their favour – urging listeners to make up their own minds.

The campaign uses sensationalised headlines and quotes from “well-known media titles and personalities” regarding Kyle and Jackie O – then pushes against this reputation.

The campaign will play across out-of-home, TV social, and radio. Steve Price, whose own quotes are featured in the campaign unwittingly fell into the KIIS marketing trap, using Monday’s night’s The Project to help promote the show.