Giving audiences a taste of what they can expect from the new breakfast show.
NOVA Entertainment has rolled out a marketing campaign for Nova 100’s Ben, Liam & Belle breakfast show, celebrating that the show is ‘New to Melbourne’, showcasing the city’s distinctive culture, activities and locations and giving audiences a taste of what they can expect from the new breakfast show.
Ben, Liam & Belle launched in December 2022 supported with a tactical campaign to introduce listeners to the new faces of Melbourne radio and encourage audiences to give the show a ‘red hot go’. The campaign ran for four weeks across transit portrait sides (buses), digital large format billboards, street furniture, digital display, print and socials.
NOVA Entertainment will turn up the investment and impact with a full- scale multi-channel campaign, commencing this Sunday 15 January. Featuring a suite of TVCs, the extensive campaign will run across TV, cinema, BVOD, digital and social channels, and supported by out of home, for the next three months with further investment planned throughout the year.
While Ben Harvey and Liam Stapleton aren’t new to broadcasting to Melbourne audiences, this is the first time they’ve lived in the city itself, having relocated from Adelaide to take on the Nova 100 breakfast show.
It’s up to Melburnian Belle Jackson to familiarise her co-hosts with some of the weird and wonderful nuances that make her hometown unique; from hook turns to the city’s obsession with the AFL, Melbourne’s unpredictable weather and the iconic music venue the ‘Espy’ (Esplanade Hotel).
Adam Johnson, NOVA Entertainment’s chief growth officer, said: "Melbourne is a proudly unique place, with so many subtle things that distinguish it from other Australian cities.
“With that in mind, we wanted to lean into Ben and Liam's newness to the city, rather than pretend they're overnight Melburnians. The fact that Belle is Melbourne born-and-bred gave us the perfect comedic hook, as we see her school the boys on how to adapt to life there. We hope viewers will relate to visitors’ terror of their first hook turn, having to explain how to dress for a day-out or how ordering a coffee in Melbourne is never just ‘ordering a coffee’.
“The spots give a lovely insight into the team’s chemistry, and I'm sure that the people of Melbourne will take Ben, Liam & Belle into their hearts off the back of it.”
Ben & Liam built a loyal national following during their three years as hosts of Triple J’s breakfast show and over the past few years have featured on Nova 919’s breakfast show in Adelaide.
At the end of October 2022, the team concluded their time in SA as the most listened to FM breakfast show for the majority of 2022 and were the #1 FM breakfast show in Adelaide four times in 2022 alone. The team also have a highly engaged social following with over 143K Instagram followers and 2 million views on TikTok.
Over the past few years, senior producer Belle Jackson took on a more prominent role on-air and in December 2022 joined the boys as co- host of Nova 100’s newest breakfast show Ben, Liam & Belle.
Ben, Liam & Belle can be heard weekdays from 6am to 9am on Nova 100 in Melbourne, streamed nationally via the Nova Player and listeners can catch up on the show on the daily Ben, Liam & Belle podcast.
Credits:
Creative & Production: Red Engine
Media Agency: Carat Sydney
Red Engine Production Credits:
Copywriter/Creative – Ben Fletcher & Sarah Taylor
Director – Ben Fletcher (crunch), Sarah Taylor, Aaron Ruig
Producer – Jill Munt
Editor - Aaron Ruig, Sarah Taylor & Natalie Alder
Director of Photography – Paul Cananzi
Sound Design – Andrew Hunter
Voice Over – Grant Lyndon
Design, FX and Grade – Giselle Epstein & Meredith O’ Callaghan
Costume Design – Marion Philips
Stylist – Anne Stringer
