“Only One Station Rocks” according to Triple M’s new positioning statement designed to re-establish the iconic brand to it’s former glory of the 1980’s. Leading the marketing push is Slash with his updated version of the Dr Dan theme which made the M’s famous – or the other way around. Either way, see and hear it here…

The original was recorded by Kevin Borich with further tweaks by Dieter Kleemen and Def FX along the way. This new Slash version marks Triple M’s 30th birthday year.

Dr Dan is the winged, guitar wielding ‘rock-god’ who is known to be associated with Triple M throughout the eighties and nvarchar(15)ies.

The marketing campaign begins on Sunday 4 July with a 45 second TVC launch ad. After that outdoor and online will start. Bluetooth ad shells will also give public the opportunity to download the Dr Dan track to their mobile phone.

The Dr Dan radio theme is the only radio theme song Slash has recorded. He shot the TVC in Australia, recorded the track in LA and met with competition winning listeners in Paris, who had to pick up the track up Slash and bring it back to Australia.

Austereo Marketing Director, Nikki Clarkson, says, “Slash fits the Triple M brand perfectly, he is pure rock which is what Triple M is all about. He epitomises the rock positioning of Triple M and as a key element in our marketing campaign will connect with the station’s target audience. As a company Austereo is in mid-rebuild with Triple M and due to station programming alone, radio ratings have reflected steady inclines in Sydney and Melbourne particularly. By having Slash re-record the iconic Dr Dan track, plus bringing back an edgier version of the Dr Dan logo that many Australians identify with from a past era, we’re really signifying that Triple M is back and here to stay.”

CAMPAIGN CREDITS

Production Company – Fabric Films

Director – Charlie Fergusson

Producer – Carla Robertson

DOP – Tony Luu

Post Production – The Post Lounge, Brisbane