The GOLD Network‘s Christian O’Connell Show have kicked off their launch into Sydney and across Australia with a new marketing campaign and the invitation that, “you’ll understand why when you listen”.

Watch below.

Shot on a suburban street the campaign captures what makes Christian different: he’s a dad who understands the chaos of family life first and radio personality, second. It highlights the show’s team, heart, humour, and point of difference to drive awareness and encourage listener trial.

ARN’s Head of Marketing, Donna Gordon said:

“When we were building this campaign and creative, we really wanted to capture how Christian brings a warmth, wit and originality that simply doesn’t exist anywhere else in Australian radio. It’s unexpected in the most refreshing way. ‘You’ll understand why when you listen’ captures exactly what audiences, both new and loyal, tell us they feel about the show; it’s heartfelt, it’s clever, it builds real community, and once you’re in, you don’t want to switch off.”

The campaign was produced in-house and will be rolled out across out-of-home, transit, TV, BVOD, print, social, digital, experiential and radio.

CREDITS

Campaign created in collaboration with The Christian O’Connell Show & GOLD Content team

Head of Marketing – Donna Gordon

Senior Brand Manager – Erin Donati

Marketing Manager – Digital Product – Leah Brown

Marketing Coordinator – Amelia Johnson

Head of Creative Production – Sean Vandenberg

Creative Director – Ante Miocic

Creative Content Lead – Phoebe Edwards

Sound Design – Todd Falusi

Production Manager – Lisa MacFarlane

Director of Photography – Calum Stewart

Design – Catherine Serra

Motion Graphics – Nick Palin

Media Agency – Initiative

You now listen to The Christian O’Connell Show every weekday morning on GOLD101.7 in Sydney, GOLD104.3 in Melbourne, and DAB+ in Brisbane, Adelaide & Perth.