Autoglass® are no strangers to radio advertising. Now, for the first time ever, Autoglass® are looking to explore how a promotion can enhance their existing spot advertising and are giving Classic FM listeners the chance to influence the content of their next radio ad.
Born out of feedback Autoglass® received from their customers and the Classic FM listeners about their famous radio jingle, this campaign has been developed in direct response, allowing Autoglass® to communicate on a more personal level with loyal listeners.
Classic FM’s 5.4 million listeners across the UK will be invited to vote for one of three new Autoglass® jingles, especially composed for the station. All three jingles have been written in a classical style and the winning version will be used on all future Classic FM campaigns.
The promotion enhances Autoglass® existing spot advertising and seeks both to drive positive perceptions of the brand and to engage Classic FM listeners with Autoglass®.
The campaign, which was brokered by UM, will run from Monday 18th May for 3 weeks, culminating in an airtime campaign that incorporates the new jingle.
The on-air activity will be supported by a dedicated Autoglass® Microsite where listeners can vote for their favourite jingle and enter a competition to win one of 3 holidays to classical destinations such as Baroque Venice.
David Meliveo, Marketing Director at Autoglass® said “We are incredibly excited about our first Beyond-the-Spot activity in radio. Over the last four years, radio has been the key media driving Autoglass® sales growth while building all qualitative elements of our brand. Now is time for us to go a step further asking listeners to get involve shaping our sonic identity moving forward.”
Speaking about the campaign, Classic FM Managing Director Darren Henley said: “This is a really innovative piece of activity that actively seeks to communicate with listeners on their terms. This coupled with our Ad of the Quarter initiative demonstrates our commitment to supporting compelling creatives.”
Amanda Barrett at UM said: “This is the first time that Autoglass® have done anything beyond the traditional spot on radio. As one of the UK’s biggest supporters of radio, this initial test will give us a good insight into how a promotion can enhance our traditional spot advertising and drive deeper engagement and understanding of the Autoglass® brand values.”
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