A cross-brand commercial radio competition with the National Lottery has seen bespoke beds made for three different formats.
The content is the same, the winners are the same, but depending on which of the 50 stations the three-minute commercial played on, the music to accompany it is different.
It’s all for a marketing push by Camelot to promote the new look National Lottery which officially launched on October 5th 2013. As part of the promotion they bought advertising space across commercial radio culminating in a full three minute spot where one listener won £250,000 cash and two others won £25,000.
Contraband Media produced a bespoke competition suite including themes, drones and sound design to emphasise various points along the way. And due to the large number of stations taking the advert, several different sounding themes were needed to suit the different formats of these stations. Contraband Media composed and mixed CHR, Hot AC and Classical versions of the promotions signature theme.
The final can be heard on-air during the 8am hour Friday.
Stations taking the feature are Kerrang!, Magic 1161 (Hull), Magic 1548 (Teesside), Magic 1548 (Liverpool), Magic 828 (Leeds), Magic 999 (Preston), Magic AM (Sheffield), Metro Radio, Moray Firth Radio, Northsound 1, Northsound 2, Planet Rock UK, Radio Aire, Radio Borders, Rock FM, Tay AM, Tay FM, TFM Radio, The Hits Radio, Viking FM, Wave 105, West Sound FM, CFM, Clyde 1, Clyde 2, Forth 2, Forth One, Hallam FM, Heat Radio, Capital Network, Heart Network, Classic FM, Absolute, Smooth and Talksport.