The Hit Network has launched an extravagant multi-million dollar campaign set to run across TV, BVOD, cinema, socials, digital audio and out-of-home in a bid to remind listeners of the strong connection its breakfast radio show, Fifi, Fev & Nick, has with Melbournians.

The campaign launches as ARN's Sydney radio show Kyle & Jackie O celebrates its long-awaited launch date in Melbourne, promising to drive further competition in what is already a fragmented FM radio market.

Titled 'Melbourne’s Biggest Party', the campaign is set to dance track 'People Happy' by Aussie producers KLP and Stace Cadet and features a stretch limo, Fifi, Fev & Nick on motorbikes and leathers, and a party bus with real listeners. The commercial was filmed across multiple locations in Melbourne.

The campaign was developed by SCA Marketing and produced by The Producers, with Mitch Kennedy as the director.

SCA Head of Consumer Marketing, Naomi Gorringe, said: "Fifi, Fev & Nick on The Fox is the antidote to the daily grind and seriousness of the world. For three hours every weekday morning, listeners can escape the mundane and their worries and jump into a place where it's pure fun and frivolity. This campaign brings that energy to life with Melbourne’s biggest party and a soundtrack to match. It is a great way to celebrate Melbourne’s most listened to radio show."

This year, Fifi, Fev & Nick are taking the show to every corner of Melbourne, bringing stars like Steven Sanchez, Deltra Goodrem and Amy Shark to the suburbs via its ‘Brekky in the Burbs’ program.

SCA Head of Hit Metro Content and The Fox Content Director, Amanda Lee, said: "Fifi, Fev & Nick have such a strong heritage in Melbourne and a deep connection and love for their audience. ‘Brekky in the Burbs’ has been the perfect way to further connect with their audiences on the ground. The team is Melbourne through and through and we know our listeners love the energy and fun they bring to Breakfast and this campaign reinforces our strong position here."