The Mix 101.9fm - WTMX-FM
Eric & Kathy Outdoor Campaign 2012
The challenge is always the same: “Beat last year’s”. And then we begin working on the next Eric and Kathy outdoor campaign. Each year, we meet with Senior Vice President of Programming for Hubbard Radio Greg Solk and WTMX’s Director of Marketing “Big” Dave Karwowski to review campaign goals, objectives, audience. Outdoor campaigns are deceptively simple. Developing creative involves no more than 10 words or less and a high-impact image. The idea must be conveyed to a viewer traveling 50+ miles per hour (while drinking coffee, texting, talking on the phone and listening to the radio). Steve Tuner of I AM TURNER often says if our campaign idea can be conveyed on a single billboard – you have a great idea. One thing we know about developing a campaign around the Number One Morning Show in Chicago: the last thing we do is tout “We’re number one.” We always have to find a way that speaks to audiences in a voice that’s believable–that’s all Eric and Kathy. For the seventh year running, STEVE TURNER has created an irreverent and iconic Outdoor Campaign for Chicago’s #1 morning show duo Eric & Kathy on 101.9fm THE MIX. The 2012 creative features 3 executions in bold color to attract attention. One carries a headline: “Don’t Think and Drive” with Eric & Kathy sporting law enforcement attire. The second has the duo dressed as convicts with the headline: “Partners in Crime”. Finally, adding to amusement, the team is dressed as nerdy geeks with the headline: “Very Funny. Most Days”. This high profile campaign can be spotted along highways and surface streets in Chicago and the surrounding suburbs.
"We approached Turner+Cunniff with some challenging expectations. We made an ambiguous request: ‘take the look and feel of the Mix to new heights,’ and required a very aggressive deadline. With only a couple of weeks to conceive, develop and produce a new advertising campaign, Steve, Ann and the T+C crew worked around the clock. From the very first concept they presented, we knew we had a winner! Not only did they ask all the right questions and listen to what we had to say, there evidently was some mind reading involved as well. We are thrilled with the campaign they developed and very pleased to award them our business."