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Case Study
Challenge:
Because of the popularity of FM radio stations, most media buyers usually consider only one AM station when
developing a media plan. Jacor Radio Group, owners of KEX and K-NEWS radio, believed if media buyers understood how different their two AM stations
were, they would be more inclined to purchase both stations. Our
challenge was to position KEX and K-NEWS as AM stations that should be purchased in tandem.
Solution:
As creative director, I developed the concept of the Double 'A' Cafe - "Double Good AM Fare". Knowing that most
media planners purchase a station based on its programming rather than its dayparts (morning drive, afternoon drive, etc.), each station's programming was broken down into short,
entertaining menu items that provided an overall "taste" of each
station. Menu items were priced at either $6.90 (for 690 K-News) or $11.90 (for
1190 KEX), reinforcing each station's position on the AM radio dial. Here is an excerpt:
Rush Limburger Omelet
Our biggest yet! A jumbo serving of certified bull and American cheese. May cause indigestion in some listeners. Comes with a serving of buffalo wings. Sorry, right wings only. Available 9 am to 12 noon. $6.20
Results:
The Double 'A' Cafe was a huge success. The menu was introduced to local
advertisers and media buyers at a hotel that was turned into a 50's style diner.
Subsequent marketing pieces were also produced under the theme,
including coffee mugs, aprons and even homemade pecan pies, which were delivered to
advertisers during the holiday season.
Cover
Inside page
For more information, please contact me.
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 |  |  |  |  |  |  |  |  |  |  | | | The Jacor campaign was an extremely well-integrated campaign consisting of sales collateral, direct mail, special events and, of course, radio.
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