Virgin Radio is launching a breakfast show competition this morning with smart to promote the launch of the new smart fortwo car. Listeners will need to call host Christian O’Connell to guess which city they are talking about.
The promotion will focus on the key message that the smart fortwo allows drivers to ‘see the city with new eyes’ and follow the ‘road to enlightenment’.
The mechanic will feature one of Virgin Radio’s most enlightened members of staff, Martin the security guard. He talks to everyone, sees everything, and is well positioned to give his quirky and entertaining observations on life. Martin will take the road to enlightenment around a different city in the UK every day and will relate his experiences of it to Christian on air in his unique, laid back style. Listeners will call in to the show to guess which city they think Martin is in for a chance of winning amazing ‘enlightening activity’ prizes including Tai Chi in China, Yoga in Thailand and Chakra Balancing in India to help them on their own road to enlightenment.
“This campaign is integral to our marketing for the smart fortwo,” said Richard Payne, Marketing Communications Manager. at smart. “Virgin Radio listeners fit our target demographic really well and the fun, quirky nature of the promotion has been developed by the station to synch perfectly with our brand.”
“Christian has an unparalleled talent for making these campaigns fun and memorable, whilst also delivering on the messaging.” said Nick Hewat, Sales Director at Virgin Radio “This is why both our listeners and our clients keep coming back for more.”
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