Independent ad agency BJL is showing no signs of letting its purple patch of new business wins fade away, with the news that the firm has won the contract to devise a new £1m marketing initiative for Bauer Radio’s Big City stations.
This offers listener of the Big City stations the chance to win £1,000 every day throughout spring, when they ring in after hearing a ‘trigger track’ that is chosen on each station’s breakfast show.
All of what Bauer calls its heritage stations will participate in the competition - this includes North West broadcasters Key 103 in Manchester and Radio City in Liverpool.
BJL was appointed to handle the task following a four pitch against undisclosed agencies and has implemented a creative strategy based on ‘The Sound of Money’ concept.
This combines mixing slang words for money in with the names of artists that populate the Big City playlists (as illustrated).
It’s an approach that Steve Parkinson, Bauer Radio’s marketing director, described as “bold, fun and (one that) will definitely grab people’s attention.”
He said of the promotion itself: “We’ve created a simple but fun promotion which highlights the importance we place on great music whilst creating scores of winners at every station, adding up to hundreds of winners across the UK.
“Over the coming year one of Bauer Radio’s key priorities will be to continue reinforcing our relationships with our strong local audiences by creating innovative and exciting ways of driving increased listening.
“This creates the dual winning situation of delivering advertisers both highly targeted local audiences alongside large scale combined audiences across the UK’s major conurbations.
Jackie Holt of BJL said the agency team were “thrilled” with the appointment.
The media for the campaign was planned and bought out of London by Starcom.
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