Triple M Melbourne

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TRIPLE M MELBOURNE Brief The station had just come off the back of the Foo Fighters sold out shows and were ready for something else, so it had to be big and deliver to create the most talkability ever. The idea started as a joke but quickly turned into an event where dreams could come true. Triple M’s Hot Breakfast ‘Bunga Bunga’ was a tribute to Silvio Berlusconi’s Station original Bunga Bunga part, so it needed to live up to the hype. Triple M, Melbourne Campaign • Create hype and talkability around Melbourne Campaign type Objective • Deliver an event that lived up to the hype Promotion • Engage listeners. Promotion timeframe Insights and ‘MICK MOLLOY’S BUNGA BUNGA’ 4 weeks Solution Mick suggests and selects elements of the event on-air to promote it and create interest. Everything from; dwarves throwing beach balls, Target market to a Shetland pony, a girl in a giant martini glass, topless male waiters 10-17 years, 18-24 years, and much more! The crazier the event became, the more people 25-39 years, 40-54 years, wanted to be involved! Triple M received constant calls from listeners, 55-64 years, 65+ years celebrities and media begging for an invite to the ‘must attend’ event in Melbourne for the year. Results • The event was the most popular content on Triple M sites all “Mick Molloy’s Bunga Bunga around Australia for the month. party has been hugely • Bunga Bunga generated 700,000 page impressions; the highest successful, and for both for all Southern Cross Austereo stations for the month. the Triple M Hot Breakfast • The Bunga Bunga video achieved 7,243 views; the highest for the Triple M network ever! team and their listeners • Pre and post event coverage in The Age, Herald Sun, it was one of 2012’s most Sunday Age and Sun Herald. anticipated events. A huge amount of work and planning is involved to pull together such an extravagant party – we had Shetland ponies, burlesque dancers and a VB fountain - and it’s a credit to the hard working Triple M team that we pulled together an event that had all of Melbourne talking.” Callum Mulvihill, General Manager – SA Lotteries www.radioalive.com.au.

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