Bank it or Bust with Virgin

Trips to lapland, skiing holidays, and a share of £50,000 in prize money is what listeners to Virgin Radio can expect over the coming weeks as the station launches its latest station-led competition, Bank it or Bust.

The activity will be running across the station’s morning shows with Christian O’Connell and Russ Williams.

Listeners will be invited to pre-register to play Bank It or Bust at generating extra online traffic for the station. They will also be able to test their nerve on a bespoke online simulation game of the on-air mechanic created in-house by the Virgin Radio digital media team.

The on air activity will be supported by a substantial national outdoor marketing campaign commencing on 22nd October. Creative, developed by ThinkFarm, features Christian O’Connell challenging the public “Got the Nerve?” It will appear on sites across the UK with Primesight. The campaign will also encompass online marketing campaign targeting families via entertainment websites and portals. The online campaign is designed to drive footfall through to the website whilst the competition is top of mind for potential players.

The competition mechanic sees listeners choosing when the prize fund stops as the clock ticks by shouting ‘Bank It!’ to scoop the prize they have stopped on. Entrants will come off air either with money banked or with nothing and bust!

“Bank It or Bust will make for really compelling radio — listeners will scream at the radio when callers test their nerves”, said David Lloyd, Programme Director at Virgin Radio. “The national advertising campaign will increase the impact that this station promotion can have on both our reach and hours figures.”

Bank It or Bust pre-promotes from 22nd October with the on-air competition starting on 29th October through to 12th November.

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