Mother goes retro for Kiss 100 evening show

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

this year.

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

to Barb.

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.

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