Kiss 100 is set to launch its first major marketing campaign to support its Rickie and Melvin breakfast show later this month, as part of a £1.5 million investment in the commercial radio station this summer.
The creative, designed by ODD, features Rickie and Melvin alongside co-host Charlie starting their day with a giant pillow fight.
The trio are suspended mid-air above a three-dimensional Kiss logo with a sunrise-glow paying homage to the morning slot.
Different executions of the creative will run across an outdoor campaign featuring posters (48 sheets), six sheets, bus sides and CBS’ digital screens on the London Underground.
Media planning and buying is being handled by Starcom.
Steve Parkinson, managing director of Kiss, confirmed the campaign would mark the start of a summer of events and activity designed to make Kiss famous again.
He said: “Kiss is the undisputed sound of young London and Rickie, Melvin and Charlie embody the smart, young and aspirational nature of our audience. The Kiss Breakfast Show is a unique offering in what is probably the most competitive market in the world.
“The creative captures the energy, youth and exuberance of the show and its presenters.”
A second phase of the campaign will launch in July with fresh creative being rolled out across the Kiss FM regions in both Bristol & the South West and in East Anglia.