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    ARN brings back Jonesy & Amanda dolls in latest campaign

    WSFM has revived the Jonesy & Amanda action figures, bringing them into the real world in the latest major radio marketing campaign to go live.

    The ‘Dolls’ creative for the Jonesy & Amanda Breakfast Show first debuted in August 2021. Three versions of the new campaign feature the taglines: “They’re a bit cheeky”, “They’re good eggs”, and “They’re good in a crisis.”

    In They’re good in a crisis, a man sits in his new Mustang with a sheepskin steering wheel cover and vanity numberplates, as Jonesy and Amanda makes quips that it marks a mid-life crisis. The dolls sit on the back seat. “Well not you, Greg. This suits you.”


    The action figures also come to life at beach and in the kitchen. Developed in-house, the campaign launched on Monday and is being supported across all mediums – out-of-home, transit, TV, social, digital, print, and radio.

    Lauren Joyce, ARN chief strategy and connections officer, said: “After few trips to the dolly hospital following an unfortunate incident with Amanda’s dog Mini, it’s great to be breathing new life into the concept.  

    “The focus remains on using Jonesy & Amanda’s trademark wit and banter to bring the dolls to life, but showing how the pair interact with the listener better reflects the role they play in the audiences’ lives every morning. Our goal was to use their content to sell the content and that’s precisely what this campaign does well.”

    Commenting on the campaign, Jonesy said: “I can’t believe they pixellated my mound, Ken never had to put up with this.” Amanda added: “Like all dolls, you have to be cautious of the small parts.” 

    This is the third major campaign from ARN to launch in the past week, as the radio battle has heated up with the launch of Kyle and Jackie O on KIIS in Melbourne. 

    First up was Kyle & Jackie O’s marketing campaign asking Melburnians to tune in and make up their own mind about the show, featuring sensationalised headlines and quotes from competitor media personalities. 

    Next was GOLD FM’s The Christian O’Connell Show, which entered the marketing fray by steering clear of the sold-out billboards and instead taking its advertising to the curb with ‘bin boards.’  

    Competitor SCA has also launched The Fox’s ‘Melbourne’s Biggest Party’ campaign for breakfast show Fifi, Fev, & Nick.

    In the most recent radio ratings survey, Jonesy & Amanda rose 1.7 points for a share of 8.7%, making the duo the third FM breakfast show in the Sydney market.


    Creative: ARN VP Team & ARN Marketing
    Chief Connections Officer – Lauren Joyce
    Marketing Director – Donna Gordon
    Senior Brand Manager (Pure Gold Network) – Erin Donati
    Senior Marketing Executive – Alicia Brown
    Marketing Coordinator – Lachlan McKenna
    Executive Producer – Sean Vandenberg
    Director – Becky Lillyman
    Creative Director – Ante Miocic
    DOP – Michael Jackson – Jackson Pictures
    GFX – Nick Palin
    Design – Steve Liu & Jarryd Haefele
    Sound Design – Todd Falusi
    Media Buy – Initiative

    The post ARN brings back Jonesy & Amanda dolls in latest campaign appeared first on Mediaweek.

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