ARN
WSFM: Jonesy & Amanda

The Challenge: Future proof heritage radio station WSFM by contemporising the brand and attracting a new cohort of Gen X listeners.

Brief

WSFM isn’t just defined by the legendary music that it plays, it’s also a station that gives it’s listeners a feeling of vitality! No-one embodies this more than Jonesy and Amanda and their brand of live-action radio, filled with the confident humour that only comes with presenting breakfast for more than 16 years.

Idea

To bring their brand of live action radio to life, we transformed Jonesy and Amanda into action figures. All the fun, frivolity and smarts of Jonesy & Amanda in the morning were packed into two tiny action figures and a suite of 15 second spots.

Strategy

The campaign consists of 1 x OOH and 3 x 15” TVC’s and is running across TV, BVOD, social, digital and transit.

Results

All the campaign objectives were achieved:

Increased share of listeners by 1.2pts, from 7.9 pre campaign period to 9.1 post campaign, their best ever result.
Achieved 220% of target, increasing WSFM share of listeners by 2.2pts, moving the station from the 5th most listened to show pre-campaign, to the 3rd most listened to show post-campaign.
Delivered post-campaign NPS of 7.8.
Achieved 130% of target, generating 13 pieces of consumer media coverage, delivering a PR value of $352k.

15" The List

15" Forehead

15" The Dream

Large Format OOH

Credits

ARN Marketing Team
Chief Connections Officer: Lauren Joyce
Marketing Director: Donna Gordon
Brand Manager, Pure Gold Network: Hannah Astra
Creative: Emotive
CEO & Founder: Simon Joyce
Head of Strategy and Managing Partner: Michael Hogg
Creative Director/Writer: Rupert Taylor
Business Director: Marshall Campbell
Senior Strategist: Anna-Claire Clendon
Senior Producer: Gemma Atkinson
Production Company: Division
Director: Yianni Warnock
Executive Producer: Genevieve Triquet
Producer: Michaela Le
DOP: Sean Ryan
Post Production: ARC Edit