Heart 106.2 plan biggest-ever TV campaign for Breakfast with Jamie Theakston
London?s Heart 106.2 is set to follow the 18th April 2005 launch of the new ?Heart Breakfast with Jamie Theakston? with its biggest-ever TV and Press marketing campaign.
Breaking on 16th May 2005, the ?2 million campaign will run for ten weeks across Carlton, LWT, Channel 4, Five and key satellite networks including ITV2, E4, Living and UKStyle. The campaign will use three brand new 30-second executions ? Toast, Car and Bed ? each created to promote the new breakfast show to the station?s core 30-something target audience in and around London.
The executions – each staring Heart 106.2?s new breakfast show host Jamie Theakston ? position him as a metaphor for radio, injecting humour into a series of everyday early morning scenarios, such as waking up, making the toast and driving to work. The campaign soundtrack will feature key playlisted artists.
Created by Heart?s advertising agency Clemmow Hornby Inge, with media planning and buying by Starcom MediaVest, the campaign has been scheduled to launch with all three executions being shown back-to-back in the centre-break of Coronation Street.
The opening two weeks of the TV campaign will be supported by targeted press activity, with Jamie-focused creatives running in the Evening Standard, Metro, Metro Life and Time Out.
Tina Finch, Head of Marketing, Heart 106.2, told RadioMAD.net; ?In Heart?s 10th anniversary year, this campaign sees the station?s biggest ever marketing push in London?s key battle for breakfast listeners. Capturing Jamie?s natural, witty personality and the engaging tone of the show, this latest marketing activity again focuses on capturing Heart?s core thirty-something target audience