Kiss 92FM - The Owls

Meet The Owls! A dynamic campaign designed to connect with listeners across multiple touchpoints and build deeper brand engagement beyond the airwaves. Recognising that audiences today move seamlessly between traditional and digital platforms, the campaign integrated radio, video, print and digital advertising into a cohesive experience that amplified reach, maximised engagement, and reinforced the station's brand identity. The goal was to strengthen KISS 92's positioning as a contemporary, lifestyle-driven station that not only entertains but also creates sharable cultural moments. The campaign set out to engage a multi-generational audience by meeting them on their preferred platforms, showcase the personality and creativity of the radio staton in fresh and innovative ways, extend the life of radio content into digital, video, and print formats to build stronger recall.

Strategy and Execution

Radio - The Owls debuted on Kisss92 airwaves, leveraging the intimacy and immediacy of audio to spark curiosity and build emotional connection with listeners

Video - Bespoke video content brought the campaign to life visually, featuring storytelling that complemented the audio spots and was optimized for sharing across social platforms

Digital advertising - Engaging creatives were deployed across social media and web platforms, ensuring the campaign captured attention in the fast-paced digital environment while linking back to radio content

Print advertising - Bold, visually striking print executions reinforced brand presence in key lifestyle and commuter publications, ensuring reach among offline audiences.

By tailoring the creative to each channel yet keeping a consistent tone, look and feel, The Owls maintained a unified identity that resonated across platforms.