Agency: The Law Firm
Client: Global Radio
London’s Heart 106.2 is launching a new advertising communications campaign that includes TV, outdoor and press and also features the new strap line “Give it some Heart”.
This is the largest investment by Global Radio to support the Heart brand, with a value of over £1million, and confirms Heart’s positioning in the marketplace.
The TV commercial has been created by Chris Boys and Bill Hibbins from The Law Firm London and media bought by Mediavest.
Directed by the infamous Alan Friel, the commercial features our ‘Heart girls’ who have confidence, assurance, camaraderie and soul. The ad reflects the fun-loving and cheeky personality of Heart 106.2 and its audience, and demonstrates how Heart listeners are fun, sassy, clever and inventive – especially when it comes to getting the edge over their rivals!
The cast includes a bevy of gorgeous girls and boys, plus members from the media industry who all add a fabulous touch of glamour and fun to the shoot! Also, starring in a cameo appearance is Heart Breakfast presenter Jamie Theakston.
The TV commercial premiered on Saturday 23rd August during the new series of The X Factor on ITV1, however, it will also be available exclusively to Heart VIP members on the website. To find out more and become a Heart VIP member, log on to heart.co.uk
The TV campaign covers ITV1, Channel 4, Five and GMTV and will be supported by outdoor and press activity, including a takeover of the London Paper on Monday 1st and Monday 8th September, as well as 6 sheets, P250s, 48 sheets, 96 sheets and Golden bus supersides. The 96 sheet sites include West Cromwell Road, A40 Western Avenue, M4 flyover and the Wandsworth roundabout.
Richard Park, Global Radio’s Executive Director, in charge of Heart said:
“This is a bright, lively and focused campaign which reminds the 25 – 44 year old audience that there’s a fantastic radio station in London on 106.2 FM. The Heart team has at last broken the mould of rather staid TV advertising.”
Nicola Thomson, Global Radio’s Director of Marketing said:
“Heart is so excited about this campaign. It has taken a real team effort to create a fantastic end result. The campaign was led by Susan Brown, Marketing Manager and everyone got involved from programming to research insight and management. Alan Friel, our Director and the Law Firm have created an ad with a truly cinematic treatment.”
John Beardsworth, Account Manager, Mediavest London, said:
“By identifying the locations of our audience through geotargeting, we have been able to focus media spend on delivering stature and opening up a dialogue with the consumer at a local level.”
In the latest RAJAR figures*, Heart 106.2 is the number one station in London for the highly prized 25 – 44 year old audience, achieving 888,000 listeners every week, beating both commercial and BBC stations.
Heart 106.2 broadcasts in Greater London on 106.2 FM in Greater London and is also available across the UK on DAB digital radio, Freeview and online at heart.co.uk