Kiss 100 Kick Starts A New Breakfast Show Campaign

Bauer’s Kiss 100 is set to launch its first major marketing campaign for the Rickie and Melvin breakfast show.

The campaign comes as part of a £1.5 million investment in to the radio station over the summer and is due to launch across London this month.

ODD designed the creative – which features Rickie and Melvin having a giant pillow fight with their co-host Charlie while being suspended mid-air above a Kiss logo.

The campaign was designed to mark the start of a summer of events and activity with Kiss 100 and will run 48 sheets, on bus sides and digital media on the London Underground.

Steve Parkinson, managing director of Kiss, said: “Kiss is the undisputed sound of young London and Rickie, Melvin and Charlie embody the smart, young and aspirational nature of our audience.”

A second phase of the campaign will launch in July with a new creative being rolled out across the Kiss FM regions, including the South West and East Anglia.

Nick Strickland, ODD’s creative director, said: “The Kiss 100 breakfast show goes from strength to strength and the campaign is a celebration of Rickie and Melvin’s energy and fresh approach to the morning market.”

The latest RAJAR figures show that Kiss 100 enjoyed a healthy year on year increase in reach for its breakfast show in London, of 12.5%, taking its total to around 655,000 listeners.

Bauer Advertising: www.baueradvertising.co.uk