Mother has developed a new poster campaign for the Emap Performance
London radio station, Kiss 100.
The campaign, which comprises three executions, takes its style from old
movie posters and features the events of three different Saturday night
"Saturday girl" features a bespectacled office girl who by night
transforms into a podium dancer. A second spot, "Sir Saturday night",
illustrates a sexy gigolo who charms the ladies. "La nuit de samedi"
shows a beautiful, glamorous blonde as she enjoys some romance.
Last year Kiss edged Capital 95.8 from the top slot in the key 15- to
24-year-old category for the first time, as reported by Rajar. Although
it was only temporary, the station hopes to replicate such success again
Kiss now has a national reach of 75 per cent via digital radio and its
TV station, Kiss TV, is now the top digital dance TV channel, according
Mother's campaign, which will run on six-sheets and other outdoor media
across London, also trails the Kiss website address.
Russell Jones, the brands director at Emap Performance, said: "The Kiss
evening schedule is the strongest it has ever been, so this is
absolutely the time to start shouting about it. As usual, Mother has
managed to take a straightforward brief and create impactful work which
will grab the attention of, and entertain our core youth market."
Andy Bellass of Mother added: "Our job for Kiss is made easy by the
product getting better and better. Our role is to make sure Kiss retains
its sense of credibility within the long-term livesexy strategy."
The campaign was written and art directed by Mother. Media planning and
buying is through Rocket.