Radio Station KCRW Helps People of Los Angeles 'Get LA'd'
Party Land once again illustrated its expert use of humour in marketing with incredible strategic insights via a new campaign for Los Angeles public radio station KCRW.
The station鈥檚 mission? Cultivate a new, younger generation of fans who will actively seek out and engage with KCRW anywhere, any time, in any medium. Research showed that young people know KCRW but don鈥檛 think it鈥檚 for them.
鈥淲e knew we needed a campaign that was a little weird for an industry that鈥檚 pretty earnest. We went directly to Party Land,鈥 said Nathalie Hill, KCRW chief audience officer. 鈥淲ithin the first round of concepts, we were immediately impressed by their ability to understand our business problem. They delivered a cheeky creative platform that was easy and fun for us to riff off of and execute. Couldn鈥檛 have picked a better partner.鈥
Client and agency alike zeroed in quickly on the certainty that there鈥檚 clearly a gap that needed to be closed between what KCRW offers and how younger audiences perceive it. Call it the curiosity gap. To close it, both knew it was time to start acting unreasonably. What鈥檚 more, they needed to send a clear external signal to the community that they are showing up, standing up, and standing out in a very different way.
The result? A heavy dose of weird that led to the 'Get LA鈥橠' integrated effort.
鈥淚f KCRW is the true cultural voice of Los Angeles, it needs to fly its weird flag. Because there鈥檚 no place weirder, with greater density of creativity and curiosity, than LA,鈥 said Party Land CCO Matt Heath. 鈥淲hat鈥檚 compelling about weird? Weird doesn鈥檛 respect norms, it shatters them. Weird doesn鈥檛 wait for change, it creates it. Weird doesn鈥檛 accept what is, it provokes 鈥榳hat if?鈥. Weird is the engine that drives curiosity. It鈥檚 what makes life, and people, more interesting. KCRW helps you鈥et LA鈥橠.鈥
The unmissable campaign features print, OOH (eight different executions thus far), digital display and social.
Party Land, with offices in Los Angeles and Colorado, takes enormous pride in their unique comedy reputation and also for being renowned for their ability to drive business results through the strategic use of humour. They鈥檝e made their comedic mark as few other agencies have the chops to do, namely on work for Liquid Death, Dave鈥檚 Hot Chicken and eHarmony. Named an AdAge Small Agency of the Year in both 2021 and 2023, Party Land has quickly emerged as a top independent agency in the US, garnering recognition for consistently creating unignorable, effective campaigns for marketers who believe in the power of comedy to turn audiences into fans.
