In direct response to the arrival of Kyle & Jackie O on Melbourne airways and advertising platform across the city, The Christian O'Connell Show has launched a campaign using bin boards in Melbourne.

This campaign comes in response to the much hyped and advertised arrival of Kyle & Jackie O in the Melbourne radio market and subsequent saturation of traditional advertising spaces. The show's host, Christian O'Connell, came up with the idea of using bin boards for advertising.

"We've been told there's no more marketing money for this show this year. It's all going towards Kyle and Jackie O. That's fine. I'm thinking what are we actually going to do? Yesterday was my bin night and as I'm taking my big old bin out, I'm thinking this is the only thing that I can ask you for right now. This is what we've come down to, a kind of very smelly, dirty rebel alliance army," O'Connell said.

Listeners can register online for their bins to be cleaned by The Bin Butlers and have a sticker promoting The Christian O’Connell Show applied. The show is broadcast on GOLD 104.3 from 6-9am or can be accessed via the free iHeartRadio app.

"The Christian O’Connell Show is all about the listeners and our most successful marketing to date has been where we have involved them in the campaign," said Lauren Joyce, ARN Chief Connections Officer.

"This is yet another example of that. By giving them the opportunity to be ‘bin-fluencers’, we’re turning their loyalty into advocacy and delivering a reminder of the show every time they go to the bin."

The bin board campaign was quickly executed by the ARN Content, ARN Marketing & ARN Promotions teams.