Chrysalis brand Heart is set to launch a new multi-million pound campaign this autumn which will build it into a lifestyle and entertainment brand reaching beyond radio.
The new campaign will see Heart advertise special events and station-led promotions on TV and cinema screens.
“Whilst it is important for us to maintain our challenger status, we also need to behave like a leader brand. Feel Good is the vehicle which we are using to move the Heart brand into a totally different space — one that is very distinctive and sets us apart from the rest,” said Managing Director Barnaby Dawe.
“This is the first phase in a campaign to build the Heart brand beyond radio by using more than just the music as the basis of the strategy.”
Stage one of the campaign breaks on October 29 with the proposition Heart — You Can’t Help But Feel Good. The creative uses Hula Hooping as a metaphor for Feel Good, depicting US based Hoopgirl Christabel Zamor in a series of 60, 30 and 10 second ads.
The ads feature an exclusive soundtrack written and performed by Donovan Frankenreiter. Creative is by Clemmow Hornby Inge with strategy and planning by Naked Inside and Starcom and BTL by BB Saunders.
The Hoop Girl campaign will include a series of special masterclasses by the US expert, together with Heart Hula aerobics classes in association with a major fitness chain and a host of other spin-off activities.
A partnership with Yahoo will add breadth and depth to the campaign with Heart teaming up with the ISP for the first time.
Dawe has also commissioned a major new insight project into the lives of women aged 30-39 which will ask more than 1,000 women about their thoughts on marriage, sex, relationships and what it is really like to be a woman in her Thirties. This places Heart in an ideal position to become the leading authority on the audience demographic. The results will be published later this year.
Phase two of the strategy breaks early 2007.