Triple M's Beau, Cat and Woodsy.
Triple M, a subsidiary of Southern Cross Austero, has rolled out a campaign targeting advertising dollars and audiences left behind by Kyle and Jackie O's departure from Sydney radio.
The campaign, Sydney's Longest Running Breakfast Team, features Triple M's Beau, Cat and Woodsy.
"We are one hundred percent going for their listeners, cause were else are they going to go? Nova…? They're not going to Nova we all know they're not," said Beau, in an interview with AdNews.
The campaign first appeared on March 5, in the immediate aftermath of Kyle and Jackie O's exit.
A satirical War Room TVC shows Beau, Cat and Woodsy plotting to take down Sydney's biggest breakfast rivals, striking names off a whiteboard one by one, only to discover their competition has already crashed out.
The full campaign runs across out-of-home, BVOD, cinema and TVC from April 20, starting with a 30-second TVC on Channel 7, followed by a 60-second TVC across multiple TV stations, OOH digital and large-format billboards, and integration across digital, social and LiSTNR.
When asked about the sensitivity of targeting Kyle's former audience, Beau acknowledged his return was likely.
"There is sensitivity around it because I am close friends with Kyle and have been for a while. We have got a lot of mutual friends, and Kyle will continue to be in my life, so yes there is sensitivity around there," said Beau.
"Look, we all know Kyle is going to be back at some stage. But for now, knowing his audience, and knowing what they want and miss, we are going after his listeners directly."
Beau confirmed advertising dollars remained unspent following the duo's departure, with brands yet to redirect their budgets.
"There are plenty of dollars on the table there, and plenty of advertisers that have set aside some budget and they need to spend it somewhere," said Beau.
"If you are listening and you have ad spend and you were going to spend it on Kyle and Jacki 'o', spend it on triple M breakfast. Easter show, you up?" said Beau, referencing the KISS duo's famous, now void, Easter Show advertising deal.
"Our media buyers and our clients are consumers as well, so they love to see when we're out in market supporting our brands with marketing dollars," said Naomi Gorringe, head of marketing, Southern Cross Austereo.
"Ultimately what they're really interested in is the Audience, so if we can deliver that audience growth those advertising dollars will flow in. So we connect it in that we work really closely with sales to ensure they're communicating with our clients and with agencies."
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