COI were launching new government diplomas and wanted to encourage people to take interest and follow up.
The COI wanted to engage a youth audience (15-24s) with a message about education. They were launching new government diplomas and wanted to encourage people to take interest and follow up.
To connect with a youth market, educating them about a new goverment initiative and encouraging them to find out more information for themselves.
Kiss Radio was the ideal medium to connect with young people on a personal level for the COI. Listeners were given the opportunity to understand the mysteries of radio. Fifty winners won a place at a specially created 'Kiss Academy'. Full access was given to Kiss' talent, specialist DJs and behind the scenes talent. This was created to educate and provide valuable insight into the workings of the radio station and encourage listeners to learn more through the ''Creative and Media Diploma' and pursue a career in radio.
'On Kiss, I was very impressed with how they went above and beyond any type of community messaging project I had ever done. By tying it in with an event hosted by its own DJs, the Diploma message was mentioned on air a lot more than it would have, had it just been a typical community messaging brief. This is now my benchmark when briefing community messaging'
COI Marketing Manager, Marketing and Channels Division
The approach to target the youth market was perfect for achieveing cut through and reaching the target of educating people about careers in the industry.