ARN launches new ad campaign for Kyle & Jackie O in Melbourne

ARN has launched a fresh marketing campaign for The Kyle & Jackie O Show in Melbourne, introducing the bold new tagline, “Radio Gone Rogue!”. Developed in-house, the campaign underscores the show’s unpredictable and unscripted character as part of ARN’s strategy to expand its Melbourne audience.

[embed]https://www.youtube.com/watch?v=BsmQDGwhkxo[/embed]

The integrated campaign spans outdoor, digital, social, and television channels. A new TV commercial, released on Sunday, leads the campaign with a comedic focus group format where participants critique Kyle Sandilands and Jackie ‘O’ Henderson without knowing the hosts are watching. Additional versions of the ad, each showcasing varied viewer reactions, will follow in the coming weeks.

The initiative builds on ARN’s earlier “We’re Behaving” campaign, which debuted in early 2025 and reignited interest in the show. With ratings growth achieved in the initial phase, the latest effort aims to draw in new listeners by leaning into the show’s distinctive format.

Lauren Joyce, Chief Audience & Content Officer at ARN, 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.”

She added, “‘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 campaign is now live across Melbourne, with outdoor displays, digital placements, and extended TV coverage scheduled to continue in the coming weeks.

CREDITS Chief Audience & Content Officer – Lauren Joyce Head of Marketing – Donna Gordon KIIS Senior Brand Manager – James Duffield Head of Creative Production – Sean Vandenberg Creative Director – Ante Miocic Director – Phoebe Edwards DOP – Becky Lillyman Cameraman – Josh Hayes, Luke Rodely, Lucas Corroto Creative Servies Coordinator – Prue Bowtell Music – West One Music Sound Design – Todd Falusi Graphic Effects & Grade – Nik Palin Graphic Design - Gabrielle Revells & Mikey Fleming

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