Triple M launches new ‘Sounds Like Triple M’ marketing campaign via Thinkerbell


The Triple M Network will this weekend launch a new marketing campaign, titled Sounds Like Triple M via Thinkerbell.


The Triple M Network has grown to 45 stations across FM, AM, DAB+, mobile and online, and as the network celebrates its 40th birthday, the Triple M team sought to create a campaign that communicates what listeners can expect when they engage with Triple M. It’s a brand that has a passionate, fun and absurd energy that simply cannot be put into words.

The campaign centres around an animated giraffe, affectionately known as Bruce, who, in his 1970s style lounge room, is singing to Whitesnake’s iconic power ballad – Here I Go Again. Why? Because, it’s too hard to describe with words what “Sounds Like Triple M”, so instead the team decided to show it… and a singing giraffe gives the audience a pretty good idea.

Says Mike Fitzpatrick, head of Triple M: “What this ad conveys is Triple M’s uniqueness. We wanted to reflect our irreverent tone of voice, and to evoke the feeling you get from listening to Triple M – whatever that means to you. Whether it’s the shows, the music or the footy, it should make you feel great.”

Says Nikki Clarkson, chief marketing and communications officer, Southern Cross Austereo: “The campaign is a simple idea that aims to reinforce Triple M is one of a kind. The imagery in the commercial, brought to life by the team at Thinkerbell and animation experts Cadre, together with an iconic rock song, delivers on this promise.”

Says Jim Ingram, chief creative tinker at Thinkerbell: “What makes Triple M, Triple M? Personally, I have no idea how to describe it. But I know a giraffe named Bruce and a band called Whitesnake who can!”

Says Adam Ferrier, chief thinker at Thinkerbell and consumer psychologist: “The giraffe represents both a visual and audio distinctive brand asset that creates a sense of cognitive disfluency in the receiver….. ahhh forget it, it’s just a bit of fun.”

The Sounds Like Triple M campaign will roll out across TV, catch up TV, outdoor, print, digital and social from Sunday March 1.

Client: Southern Cross Austereo
Agency: Thinkerbell
CGI/VFX: Cadre Pictures