Deadpool, 50 Shades and Star Wars: The Edge’s breakfast show hosts get new look for campaign

  • Advertising
  • July 24, 2018
  • Erin McKenzie
Deadpool, 50 Shades and Star Wars: The Edge’s breakfast show hosts get new look for campaign

The Edge’s Dom, Meg and Randell have shown themselves in a new light, with the trio attempting to parody familiar movies for a new campaign.

Created internally at MediaWorks, the campaign sees Dom Harvey posing as Deadpool, Megan Annear resembling a Star Wars space princess and Clint Randell representing 50 Shades of Grey—or '50 Shades of Randell' in this case.

Speaking about the new campaign, The Edge's content director Ryan Rathbone says considering it has less time than an Instagram story to capture the attention of the audience it decided to break the mold of traditional radio show marketing.

The result is “something that would spark a conversation or make you laugh just like Dom, Meg and Randell's breakfast show”, he says.

The campaign comes seven months into the trio’s show, which was formed when Jay-Jay Harvey left the lineup at the end of 2017 after 23 years with the station. She’s now on More FM, alongside Jason Gunn for the drive show.

The change in lineup doesn’t appear to have sent audiences reaching for the dial. The second GfK radio survey of the year, released earlier this month, shows The Edge was up 3,200 listeners to 328,200 in the 6am-9am time slot. It is important to note the breakfast show runs from 6am-10am.

That placed the show in fourth position, following RNZ National's audience of 457,100, More FM's audience of 359,400 and Newstalk ZB's audience of 359,300 when comparing it to commercial stations. 

The Edge does come out on top when looking at total weekly cumulative audience across all time slots, with 621,500 New Zealanders (10+) tuning in each week according to the same GfK radio survey.

However, that was down from the 639,800 New Zealanders (10+) who tuned into the station each week during the first survey of the year.

At the time of that survey, the 6am-9am time slot was up 22,700, and while it was too early to provide a clear assessment of the new lineup’s performance, MediaWorks group content director of radio Leon Wratt said while listeners can be negative toward change, the reaction to the new trio had been amazing.

Alongside The Edge's radio lineup, on TV, it's faced change this year, with The Edge TV moving from Freeview channel 11 to channel 18 in April, then to Freeview 14 last week.

It's remained on Sky 114.

In the 1 March 2018 to 31 March 2018 period, it had an audience share of 1.5 percent in the 18:00:00 - 22:29:59 day part and a 3.1 percent share in the 06:00:00 - 23:59:59 day part.

Most recently, in the 20 July 2018 to 22 July 2018  period, it had an audience share of 1.8 percent in the 18:00:00 - 22:29:59 day part and a 2.6 percent share in the 06:00:00 - 23:59:59 day part.

A drop in the 18:00:00 - 22:29:59 day part could be due to the changes of channel. 

Credits:

Director, DOP, Editor  - Aaron Ly, MediaWorks
Concept, Script & Voiceover - Richard Culph, MediaWorks
Group Marketing Manager - Lee Gilmour, MediaWorks
The Edge Brand Manager - Lucy Hills, MediaWorks
Lighting - Chris Ruane
Location Sound Recordist - Kaveh Sharifian
Post Audio Engineer - Grant Brodie, MediaWorks
VFX and Motion Graphics Designer - Rodney Quach

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Effies 2018: DDB shines golden, takes home Grand Effie and crowned Most Effective Agency of the Year

  • Awards
  • October 19, 2018
  • Georgina Harris
Effies 2018: DDB shines golden, takes home Grand Effie and crowned Most Effective Agency of the Year

Auckland’s Shed 10 was taken over by advertising and marketing folk last night, excited to celebrate the country’s most effective marketing campaigns at the 2018 NZ Effie Awards, organised by the Commercial Communications Council in association with TVNZ.

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