As the summer of cricket moves out of test series mode and into the World Cup phase, we evaluate the success of the Kiis and iHeartRadio KFC Summer Sounds campaign.
ARN’s Kiis FM Network and iHeartRadio Australia teamed up with Adshel over summer for the KFC Summer Sounds campaign.
Whether it’s on the couch, a special room in the house, or even the backyard, every Aussie has a Home Cricket Ground (HCG) and the KIIS FM network and KFC wanted to make it a summer to remember, giving listeners the chance to win their ultimate Home Cricket Ground package worth $10,000.
The first stage of the three-part ad campaign was for a competition for a Kiis listener to win an Ultimate Home Cricket Ground package and for their photo to be run on Adshel digital panels inside Sydney railway stations over one December weekend.
To be in the running to win, listeners needed to visit the dedicated Kiis competition “Win” page, upload a picture of themselves in their own Home Cricket Ground (HCG) and nominate their ultimate summer song request. Win pages featured a photo gallery of listener entries which were also be shared across Adshel’s digital outdoor network inside railway stations in Sydney.
The second stage was when iHeartRadio Australia launched KFC’s own station, KFC Summer FM just after Christmas. This station featured a playlist of ‘ultimate summer songs’ compiled from all song entries received from listeners during the Ultimate Home Cricket Ground competition.
The station also featured 60-second cricket moments including flashbacks to exciting times in cricket history, aired on the station between songs, voiced by Jim Dolan. Kyle Sandilands also voiced tailored KFC station sweepers.
Finally, from January 5, special KFC Cricket listening stations appeared at selected Adshel bus shelter and outdoor locations where listeners could plug their headphones into jacks/ports at the site and listen to the KFC custom station.
A QR code at these locations gave listeners the opportunity to download iHeartRadio, and tune in the custom station so they could keep listening wherever they go.
The campaign has been a success from both the ARN and advertiser point of view. It integrated well with the blanket advertising being done by KFC across all media this summer.
“Delivering interesting, innovative and fully integrated campaigns to maximise reach for our clients and engagement of our listeners has always been a key part of ARN’s content and corporate strategy, and we were thrilled to work with Adshel on this campaign for KFC”, said Matthew Granger, ARN’s National Sales Director
Adshel’s Chief Revenue Office David Roddick continues: “Adshel was proud to work with ARN on such an innovative multi-platform campaign. Radio and Outdoor are a great combination as people venture outdoors for the summer months, and connecting consumers with KFC’s summer cricket season via listening posts and live update digital is a perfect fit for Adshel’s national network.”