Following the first four weeks of breakfast radio at their new home on Adelaide’s KIIS 1023, Ben & Liam are taking over the city in a brand-new playful marketing campaign that quite literally places them back into breakfast.
Developed to reintroduce the much-loved broadcasters to the city that knows them best, the high-impact campaign sees their faces embedded into a series of iconic morning dishes to represent their return to Adelaide mornings. Cue the boys swimming in actual cereal and covered head to toe in giant baked beans.
The result of the chaotic (and messy) shoot is a bold and confident campaign that cuts through typical radio marketing collateral, while firmly re-establishing the duo’s position within Adelaide’s daily routine.
Executed in a distinctive deadpan visual style and brought to life with the duo’s trademark humour, the campaign is built on a simple insight: Ben & Liam need no introduction to Adelaide listeners – just a memorable reminder of exactly why waking up with them has always felt so right.
Speaking on the launch of the new marketing, ARN Chief Marketing Officer Donna Gordon said “The campaign is pure Ben & Liam – bold, cheeky and memorable – and it’s a brilliant example of what happens when talented teams deeply collaborate to bring an idea to life. The integrated campaign will be unmissable, supercharging the early momentum we’re seeing in market.”
On their new campaign, Ben & Liam said, “Thirteen years of radio together means thirteen photoshoots, and this is by far our favourite campaign. When we were all throwing around ideas, we were so revved on this particular campaign, but we thought to ourselves, ‘Naaaah there’s no way the bosses are signing off on this.’ Well…they did. We spent the day swimming in pools of cereal, eggs and beans. Special shout out to the art department for baking giant fruit loops and painting potato’s orange. Take that AI!”
Produced in‑house, the fully integrated campaign will roll out across out‑of‑home, transit, television, BVOD, print, digital, social and radio platforms.
Ben & Liam commenced on KIIS 1023 on April 1 and have continued to build momentum with Adelaide audiences. The duo can also be heard nationally from 6.00am on Saturdays across KIIS 1023, KIIS 1065, KIIS 1011 and KIIS 973.
CREDITS
Chief Marketing Officer – Donna Gordon
Senior Brand Manager – James Duffield
Marketing Coordinator – Amelia Johnson
Head of Creative Production – Sean Vandenberg
Creative Director – Ante Miocic
Creative Content Lead – Phoebe Edwards
Video Content Lead – Becky Lillyman
Content Producer – Josh Hayes
Senior Design Lead – Nick Palin
CP Operations Specialist – Luci Doling
Hair & Makeup – Melinda Wenig
Gaffer – Simon Walsh
Sound Recordist – Tom Sinclair
Design – Emily Mirabito
Media Agency – Initiative