PG Tips is sponsoring the ‘£1000 Song’ competition on Bauer Media UK’s Magic 105.4 radio station.
The online and on-air campaign launched on 15 April 2013 and will run for 12 weeks until 7 July 2013.
The £1000 song is revealed each morning during Magic Breakfast with Neil Fox (every weekday between 5am to 9am), with the first listener to call in when that song is played between 9am-7pm on Magic 105.4 winning £1,000. The PG Tips campaign will focus on the fact there will now be two chances to win £1000 every Monday, leaving listeners ‘twice as happy thanks to PG Tips, The Rich One’.
The campaign creative, made in-house by Bauer’s creative team, will involve:
– 30-second promotional trailers running throughout the week
– 10-second trailers at the start of the breakfast show
– 20-second top of the hour trails highlighting the promotion whilst also communicating key messages for PG Tips
In addition, during the first week of the campaign, the 30-second trails will drive listeners online to view a video fronted by Neil Fox, bringing the campaign to life by explaining the competition and how thanks to PG tips it is back better than ever. This video will sit in a dedicated section at www.magic.co.uk, where listeners will have another chance to win prizes, such as dinner at a Michelin starred restaurant.
Steve Taylor, Magic’s creative commercial director said, “We are really looking forward to working with PG Tips to communicate The Rich One, the new variant in their premium range. Magic’s £1000 Song is a firm favorite with our listeners and the perfect vehicle to bring back stronger, making listeners richer with the Rich One.”
The Q4 2012 Rajar results revealed Magic 105.4 as the number one commercial station in London for reach, hours and share and the only commercial station reaching over 2m listeners a week.