Emap station Magic 105.4 is launching a new advertising campaign in the Capital to drive audiences to a revamped version of the music quiz Music is Money, which will see 15000 pounds won every weekday for three weeks.
The new execution launches this week with one 30-second and three brand new 10-second commercials. Created by St Luke?s, the adverts will be shown across ITV, C4, Five and Emap?s Magic TV Channel. From September 11th, the campaign will be supported by a series of bus sides featuring new creative.
The 30-second commercial takes a humorous approach to the idea that everyone can play along with the ?Music is Money? competition. It opens with Neil Fox posing that day?s question to a listener who is unsure of the answer before cutting to a bear at London Zoo who, driven by the ?shout at the radio? element of the competition, has to chip in with the right answer.
The three new 10-second commercials launch on 9th September and also feature the bear – Koda – taking part in the competition.
Each weekday morning from this week Neil Fox will talk to listeners on air, asking them music-related questions and will keep going until ?10,000 is won. Following this, a new question will be posed every hour, giving listeners the opportunity to win ?500 by phoning in with the answer. If the caller gets the question wrong, the DJ will then throw the competition open to all listeners who can send in their answers by text. The total cash prize fund is ?225,000, spread over three weeks.
As all the competition questions will be music-based, the campaign will emphasise the fact that Magic 105.4 is about great music and great cash prizes.
Additionally, there will be a media agency competition based around an online music quiz that will be organised by Emap Advertising?s trade marketing team.
Andria Vidler, MD of Magic 105.4, said: ?The ?Music is Money? competition was such a huge success when we first launched it in May that we couldn?t resist bringing it back for a second run. Given the popularity of Neil?s show, and its emphasis on music, it is the perfect platform for a great, music-based competition. The campaign creative is funny and engaging and we?re confident it will attract even more listeners to Neil?s show. Following on from our fantastic Rajar results in August, this campaign cements Magic?s position as London?s number one commercial radio station?.
The ads were created by Alan Young and Julian Vizard of St Luke?s with art direction and copywriting by Eloise Smith. TV production was by Stink and the ad was directed by Zak and Dan. Media was planned and bought by Starcom.
The St Luke?s team flew to Vancouver earlier this year to film celebrity showbiz Kodiak grizzly bear ?Koda? who has the starring role in the ad.