When a feature or promotion is measured by lives that are changed, the emphasis of the campaign takes on a different complexion. Relationship Reno is a positive alternative to relationship features such as Second Date Update, Group Therapy or War of the Roses.
The feature originated on Melbourne, Australia’s 89.9 LightFM. The breakfast team, Lucy and Kel heard that another station in was running a contest to help couples get divorced.
At around that same time, a TV show was about to launch with a similar theme. In a brilliant move that gets attention while supporting their brand identity, the team turned the concept around to offer couples going through a rough time their best chance at staying strong.
Instead of encouraging the couple to give up, they are encouraged to stay together and try to work it out with a Relationship Renovation!
The campaign has helped dozens of couples Melbourne stay together. And, it takes advantage of the power of a story without being negative. Relationship Renovation takes an empowering, positive approach to fixing a relationship, not destroying it.