Bauer Media has won a sales pitch against Global Radio in London, to continue promoting Royal Mail’s Simply Drop campaign.
The Simply Drop Showdown competition was created by media communications agency OMD UK, in which Bauer Media and Global Radio were set budget to see which radio media owner could best launch Royal Mail’s new Simply Drop campaign with its listeners. Kiss 100 and Magic 105.4 were selected by OMD and the postal services company in a Dragon’s Den-style pitch to receive an additional, exclusive spend to roll out the campaign.
The winning Bauer Media ideas will run across both Kiss 100 and Magic 105.4 for three weeks from 13th July. On Kiss 100 listeners will be encouraged to ‘Simply Drop’ them a line via the stations website to stand a chance of winning new mobile phones, MP3 players and digital cameras. Magic 105.4 activity will include a takeover promotion across breakfast, mornings, afternoons, drive and a weekend. Up for grabs will be over £16,000 of new consumer electronics so that winners can recycle their old unwanted items via Simply Drop.
Steve Parkinson, Managing Director, Kiss 100 and Magic 105.4, said: “We are absolutely delighted to have won the Simply Drop Showdown and to be providing Royal Mail with a compelling and engaging campaign that will most definitely entertain the 1 in 4 Londoners that tune into our London portfolio.”
Sarah Pollard, Simply Drop Marketing Manager at Royal Mail, said: “The creativity demonstrated by Bauer Media in the Simply Drop showdown created a compelling campaign brought to life across Kiss 100 and Magic 105.4. The enthusiasm demonstrated by the team, matched with the reach of the stations really impressed us and our agency OMD UK.”
Nadine Lloyd, Associate Comms Planning director at OMD UK, said: “The showdown was a unique way of engaging both radio groups and motivating them to help us make Simply Drop from Royal Mail a success in London. The competition element resulted in excellent added value and a host of activity that really got listeners involved.”
