MediaWorks borrows from the silver screen and internet memes to welcome its comedians back to Friday night

In the build up to Jono and Ben’s return to television this Friday, MediaWorks has released a new campaign, which puts the dynamic duo in a bunch of different cinematic settings to reflect the show’s themes. The campaign is in conjunction with another for fellow Friday night favourite, 7 Days.

The Jono and Ben campaign was created in-house and spans across TV, radio, digital and print and was collaboration between the MediaWorks creative teams and the Jono and Ben writers and producers.

The creative features Jono and Ben in filmic trailers fashioned in different genres, such as drama, romance/bromance and action.

On the print side, a series of movie-like posters were released with the same theme as the trailers.

The romance poster features Jono and Ben lying in the grass staring lovingly into each others eyes mimicking The Fault in our Stars, another poster has them walking away from an explosion in a Bad Boys II type fashion, the drama-themed poster has a neo-noir look.

Each poster includes the names of everyone who works and stars on the show, just as a film poster would.

“The idea was to have a bit of fun with the various entertainment genres you can see within the one hour of Jono and Ben,” says MediaWorks brand manager Rebecca Saunders.

“The show moves from epic action, or crazy, foolish pranks, to full on romance, or bromance, and even cliff hanger drama – or just crossing the Cook Strait riding a Banana Boat – within the one time slot. Essentially, there’s something for everyone, but it’s always funny. Our fans are enjoying spotting the movie references.”

She says the trailers launched on the Jono and Ben Facebook page to get fans excited before putting the creative on TV and radio.

“Having the creative centred on different genres has allowed us to give the various audience pockets you get with a 7.30 pm show, a reminder of the specific elements of Jono and Ben that will be up their alley,” she says.

The campaign is in conjunction with MediaWorks’ 7 Days ‘#becausefriday’ campaign, also created in house, she says, with the idea of tapping into the fundamentals of Friday and having fun with the ‘because’ meme.

“TV3 are covering people’s expenses all around the country – people simply need to see The Rock roadies, acknowledge how much they love Fridays, and the roadies can pay for their parking, bus ticket, pub lunch, taxi ride, whatever. Simply #becausefriday.”

The campaign has also been launched on social to build up for the TV and radio onslaught, she says.

“Both campaigns come together in a very cool audience promo which is currently running on The Rock – essentially to celebrate the return of these much-loved shows and the fact that Fridays in general are brilliant, and an excuse for good times,” she says.

Saunders says as of last year Jono and Ben was tuned into by 2,433,100 viewers with an average audience of 135,400 and was first place in its slot across 25-54-year-old males, 18-49 and 18-39-year-olds.

7 Days is TV3’s top rating show, says Saunders with over 2 million viewers having tuned in during 2015. “It wins the time slot ratings in TV3’s core 25-54 demographic across both males and females, 18-49 and also in younger viewers 18-39,” she says.

Campaign credits forJono and Ben:

Creative directors: Ant Farac, Karlie Fisher, Teresa Wong, Nicholas King

Writers: Nic Sampson and Joseph Moore

Brand manager: Rebecca Saunders

Media strategist: Mandy Vickery                                                                                                                                                                      

Radio creative: Alastair Barran

Marketing assistant: Lily Kingston

Jono and Ben producer: Bronwynn Bakker

Social media editor: Oliver Green

Media agency: Spark and Spark PHDiq

Campaign credits: 7 Days

Creative directors; Ant Farac, Bryce McNamara

Brand manager: Rebecca Saunders

Media strategist: Mandy Vickery

Radio creative: Alastair Barran

Assistant brand manager: Jay Patel

Marketing assistant: Dan Peak

7 Days producer: Jon Bridges

Digital content manager: Alice Murray

Social media and fanzone editor: Ana Diaz

Media agency: Spark and Spark PHDiq

About Author

Comments are closed.