The Government of South Australia were looking to position Adelaide as a location that may offer talented, young Britons a better lifestyle. They released a study looking into how bored Britons were with their jobs and a series of quirky ‘job vacancies’ available in Adelaide.
We focussed on the Government of South Australia attempting to lure ‘bored and stressed Britons’. We created various radio cues to appeal to different types of radio media; one leading on the wider South Australian initiative, one on the positions vacant and another on the research. Rather than offer a third-party spokesperson, we offered a client representative alongside case studies.
Interviews began at 5.30am on Radio 5 Live’s ‘Morning Reports’ and again on Breakfast followed by two hits on BBC Radio 4. 12 regional BBCs ran interviews with more running branded copy. Sky News Radio syndicated audio clips to almost every commercial radio station in the UK and LBC ran an in-depth feature. ON were invited by Radio 4’s ‘The Media Show’ to discuss why the campaign managed to capture the media’s attention.