MEDIA: STRATEGY OF THE WEEK - Kiss reminds young Londoners of their mortality

Kiss activity needs livesexy branding to be everywhere in London.

Whether you're a gym-going veggie or a beer-swilling layabout, you can now find out how much longer you have to live with Kiss FM's new £1.8 million campaign. And, how ever long it is, the London radio station urges you to "live sexy before you die".

A wristwatch that counts down your life is the centre of the brand campaign, created by Mother. It hopes to inspire the core 15- to 24- year-old radio listener to do something exciting in their lives and to "live sexy". Iain Newton, a strategist at Mother, says: "It's about enjoying life and making the most of it."

Naked Communications developed the campaign's communications strategy.

Jon Forsyth, Naked's head of strategy, says the main objective was "to extend the livesexy message to the young, urban audience in an engaging and involving way". This is being done in a four-stage approach and begins with the introduction of the message in mid-September. On-air promotion, fly-posting and SMS, developed by Angel, the youth marketing agency, feature in this stage, alongside editorial in the Metro newspaper. The livesexybeforeyoudie.com website, created by Poke, is also pushing the "live sexy" message with a life-span predictor.

The second phase builds on the "livesexy" idea. In mid-October, Metro will use the "livesexy" theme for a week and an outdoor campaign will be revealed on the underground and on key sites across London. The media planning and buying agency Starcom Motive has tailored the sites to Kiss FM's audience and the media will attempt to follow them in their travels across London. From their homes in key urban areas; on buses and along the tube routes to work or school; and into central London. "The key is to buy lots of media across lots of formats to make the Kiss branding ubiquitous around London," Derek Mann, the UK buying manager at Starcom Motive, says.

Throughout October and November, the last stages of the strategy - "display" and "involvement" - will develop. There will be a "live sexy" event, partnered by a yet-to-be-announced retailer. Press ads will run in various Emap publications and editorial focusing on the London boroughs that "live sexiest" will appear in Metro. Below-the-line activity, by Angel, will continue and specially adapted LED poster sites featuring the watch counting down will be used.

The "involvement" part of the strategy is central. Forsyth says: "The best youth-focused communications allow the audience to step inside the proposition. You can't just transmit an idea to them (young people), you have to get them involved."

This is the reason TV is absent in the campaign, as Naked saw it as being too remote and as reducing the localised London feeling of the campaign.

"There is going to be an overspill of advertising to the rest of the country with the website and Emap publications," Forsyth says. "But the campaign is really about establishing Kiss FM's foundations in the capital with a view to exporting it into a national brand at a later date."

Advertiser: Kiss FM

Media planning and buying: Starcom Motive

Communications planning: Naked Communications

Media used: Outdoor, ads in Metro London, store events, website, SMS

Media idea: Get the 15- to 24-year- old target audience involved in the

brand rather than having it imposed upon them

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).