As far as radio partnerships go, KISS and VOXI Mobile is one of the most integrated sponsorships at Bauer Media. Whilst the backbone of the campaign resides within audio, the campaign spans online, events and social media to provide a true 360 experience that helps the brand reach their Gen Z target audience across all channels. Speaking at Radiocentre’s Tuning In event on Tuesday 19th September, KISS Content Director Rebecca Frank, VOXI Mobile Media Manager Jamie Richter and Carat Strategy Partner Rupert Beck sat down with host KISS Presenter Marvin Humes to discuss their three-year relationship.

Opening the panel, Jamie discussed how the partnership came about, stating how VOXI Mobile needed to gain cut through in a saturated market and raise awareness with youth audiences. He mentioned how partnering with a trusted brand like KISS allowed them to connect with their target audience in an authentic way, and due to its success has just grown bigger and better over the three years. From what started as the sponsorship of KISS Ibiza, the campaign now includes the sponsorship of Tatum’s weekday show on the station, plus sponsorships of KISS Ibiza, KISS Haunted House Party and KISS Chosen One.

Providing more on the strategy of this multi-platform approach, Rupert detailed how the target audience cherish experiences – particularly after covid. Gen Zs want to be included, feel a part of culture and enjoy more tangible things – so for VOXI Mobile which sells a mobile network, a key part of the strategy was to partner with events and experiences. That said, Rupert stressed the importance of having radio at its core: whilst events provide great spikes and calls-to-action throughout the year, he mentioned how vital it was to have an ongoing strand running through the campaign as audiences can switch phone networks any time.

Adding to this, Rebecca commented on how KISS works to pivot, innovate and ‘be smart’ when it comes to reaching younger audiences, ensuring that it is exactly where its audience is; whether that’s on socials, on apps, online or in-person. She noted that this collaboration is particularly easy with a client like VOXI Mobile, where they’ve cultivated a relationship in which they can easily email, text or call and be flexible, truly acting like one team with the same goal.

This approach has proved fruitful – results from the campaign showed that the partnership boosted prompted awareness, consideration, call to action and audiences believe that there’s a positive brand fit.

So, what’s next? As the slogan goes, ‘The Fun Never Ends’, and the panel were delighted to share that there’s still much more to come. With VOXI Mobile Presents KISS Haunted House Party round the corner, and another round of KISS Chosen one soon, the team can’t wait to collaborate even further in the upcoming year.