Melbourne’s Gold104 is continuing to push its brand in the Melbourne market with the launch of a new transit advertising campaign focused on Grubby and Dee Dee’s Breakfast Show.

The station has been rating well this year and the new campaign aims to cement those recent gains.

The campaign uses 24-foot side panels on city buses and involves commuters and drivers in the creative. Simple supporting action statements such as ‘Have More Fun’ or ‘Laugh More’ anchor the interactive campaign.

One slogan reads “Look Mum No Hands,” with an arrow pointing to the driver and saying “Just Kidding.” Another says “Oh, You Found our Gum – Thanks, Grubby and Dee Dee.”

ARN’s National Marketing Manager Eric Stephens, says the strategy behind the campaign is simple – “to give people on the streets of Melbourne a taste of the humour and fun that is part of Grubby and Dee Dee’s breakfast show every morning.”

“Gold 104 has performed brilliantly with our target demographic of 25 – 54 year olds, holding the number one position in this group for nearly all of the past ten surveys.

“We are obsessed with our target demographic and with reaching new and existing listeners in a format that reflects the show and the station.”

In January the station ran a three week TV campaign themed ‘The Real Thing’ which focused on Gold104’s ownership of ‘real music’ and helped the station reach a high of 11.5% in survey 1 this year.