Cover your ears kids – 104.9 Triple M Sydney’s Breakfast team of Mick Molloy and Mark Geyer have taken to the streets sharing with passersby why Mick & MG in the Morning is the worst show on radio in a multi-channel campaign celebrating their irreverent style.
While MG holds up a sign saying ‘Worst Show’, Molloy stands with another bearing disclaimers including “For people with kids in the car” as a woman pulls up with a screaming child in the back, “For people with designer dogs” as a lady’s poodle barks aggressively at the pair, and “For men in lycra” as a middle aged man in lycra (ie, a MAMIL) rides past.
Mick Molloy is new to Sydney breakfast with the Aussie comedian notorious for his inappropriate stories and boundary-pushing comedy alongside former NRL player and family man Mark ‘MG’ Geyer. Joined by Natarsha Belling weekday mornings from 6 till 9am, Mick & MG in the Morning is for listeners who want something that is the worst show for people who aren’t like them.
The campaign runs on TV, BVOD, cinema, social, digital display and out-of-home.
SCA Chief Marketing Officer, Nikki Clarkson, said:
“Mick & MG in the Morning launched in January 2023 and has been gaining audience ever since. To capitalise on this momentum and continue to drive trial of the new show, we needed to find a way to position Mick and MG that would cut through in a very competitive radio market.
“The radio category is often guilty of claiming to be the biggest, best or number one, so we decided to flip that on its head. Because Mick Molloy’s humour can skirt the edges of what is politically correct, we decided to focus on the fact that Mick & MG in the Morning is actually the ‘worst show’…for those it may offend. The show is designed to disrupt the Sydney radio scene and we are thrilled that this campaign is so completely on brand for Triple M.”
Mick and MG said:
“We are having a lot of fun doing brekky radio – maybe sometimes too much fun. Hopefully we’re not the ‘worst show’ for most Sydneysiders, but we can’t claim to be the best show for everyone…. Cover your ears kids!”
I’ve got a sneaky prediction that Molloy might enter the conversation for the 2023 Hall of Fame recipient at this year’s ACRAs. Bet he’d be proud of that with the worst* show!