- Three to sponsor ‘KISS Breakfast with Rickie, Melvin and Charlie’ for seven months
- The Three sponsored Breakfast show to extend timeslot by one hour, running 6 – 10am for the first time ever
- Bauer and Mindshare deliver another first for the KISS brand exclusively for Three with an Outside Broadcast
Bauer Media has signed a partnership with Three – the UK’s fastest growing mobile network – and KISS FM UK’s breakfast show with Rickie, Melvin and Charlie. The partnership, planned by media agency Mindshare UK, also sees the show extend its daily broadcast by one hour – to challenge the ‘biggest Breakfast Show’ slot in London.
Starting today, the campaign will drive awareness of Three’s ‘use your phone abroad at no extra cost’ proposition by mobilising KISS Breakfast’s 1.8m* listeners each week.
Outside of the flagship sponsorship, the campaigns promotional activity will centre around Three’s sponsorship of the Snowbombing Festival in Austria, formulated and implemented by Vision Nine Entertainment Group, and Mindshare, where KISS will also broadcast live from abroad for the very first time.
Ahead of the Snowbombing Festival, from the 4th – 9th April in Austria, a destination where you can use your phone abroad at no extra cost on Three, KISS FM UK will give listeners the chance to join leading KISS talent at the event. As well as, a takeover promotion the week of the festival during the KISS Breakfast Show leading up to KISS’ biggest show ‘Live@KISS’ (weekdays from 3pm) and a text competition to win a the last remaining tickets with an exclusive VIP trip. There will also be the opportunity to win handsets (with SIMs) courtesy of Three after the Snowbombing event as the breakfast team share content from the event throughout the Breakfast Show.
For the first time ever, Rickie from the Breakfast Show will be broadcasting live from the slopes of the Snowbombing festival, ensuring his experience is documented across social media with the help of Three, receiving challenges live from the UK to excite engagement. Melvin will join Rickie for the closing night of the festival to host content, interview artists and perform an exclusive KISSTORY set to bring the partnership to life. Supporting activity will also run across Kerrang! and heat radio, press and digital platforms.
KISS FM UK will also create and curate a special ‘Snow Sessions’ playlist in the KISS Kube Mobile App, featuring a series of music sets inspired by Snowbombing performers past and present, resulting in the first in-app commercial content experience for Bauer Radio users.
Throughout the seven-month sponsorship of ‘KISS Breakfast with Rickie, Melvin and Charlie’, key campaign activity will also include:
- Partnership identifying Three as the show sponsor three times an hour (Monday – Friday, 6 – 10am)
- 30 second show trail copy running throughout weekdays from 11am
- Video bumpers for the KISS Breakfast Takeaway video, giving users the best bits of the show daily, plus broadcast audio idents every weekday promoting the video’s release
- Three weeks of promotional activity from 7 March to raise awareness of all the destinations across the world you can ‘use your phone abroad at no extra cost with Three’, driving audiences to KISSFMUK.com to a partnership creative page, with a chance to win a holiday and a device from Three.
Abby Carvosso, Group MD, Bauer Advertising, said: “Bauer Media is unique as through the depth of insight and instinct that we have around key audience groups, we can offer advertisers a one-stop-shop of world class content, influential brands, multiple-platforms and diverse audiences. Our Three partnership is a first-class example of how we’re able to deliver hugely creative solutions for customers and utilise our multi-platform offering to create new conversations with consumers across our Radio, Print, Digital and Social assets. Through this partnership, Three will benefit from a single creative strategy and execution across brands like KISS, heat, Grazia and Kerrang! and we couldn’t be prouder to showcase and celebrate this unified approach
Pippa Whybourne, Lead Campaign Manager at Three, said: “We’re so excited about our partnership with Bauer. In the past they have delivered some great results for our brand and I am confident we are going to create strong, unique and exciting content across a multitude of platforms for our audiences and customers alike. Using your phone abroad at no extra cost is a proposition we are very proud of at Three and we can’t wait to showcase to people the benefits of using their phone like they would at home while on a mountain in Austria or at the beach in Spain.
The campaign with KISS was planned by Mindshare, a global media agency network.
Barty Mee, Business Director at Mindshare, said: “We’re thrilled to be partnering with the KISS Breakfast Show to create their first ever outside broadcast. Rickie, Melvin, and Charlie’s show is the perfect fit for both Three and Snowbombing and we’re looking forward to creating some fantastic content from Mayrhofen.”
*Q4 2015 RAJAR figures
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