Geoff Lloyd’s Hometime Show on Absolute Radio is to be sponsored by MINI for 12 weeks, promoting a feature called the MINI Revolution.
On air ‘MINI Revolution’ will see presenter Annabel Port, who usually joins Geoff on his show, head out into the streets to recruit members to join her revolution. Tasks could see Annabel trying to recruit people to break a world record, create a flash mob, or join her in an unusual contest. During Geoff’s show on a Friday, listeners will be asked to text in with how many people they think Annabel managed to recruit for her challenge to win £500.
Absolute Radio is also running an additional competition on its website, to give its audience the chance to win £500 to start their own MINI Revolution.
Clare Chamberlain, Head of Brand and Creative Solutions, Bauer Media said: “Bauer’s partnership with MINI demonstrates how we can marry our audience scale with best-in-class creative content. Geoff Lloyd’s Hometime Show and Annabel’s MINI Revolution feature is the perfect environment to create talkability around the MINI Hatch range in an exciting away.”
Janis Prescott, Marketing Manager, MINI says: “Our latest Hatch is all about establishing the sense of excitement that comes with getting behind the wheel. We partnered with Absolute Radio because it aligns perfectly with our brand, sharing a sense of fun, and is a great platform on which to engage with the British public at a time that they are in their cars.”
The deal was identified and implemented by media agency Vizeum.
Robbie Ashcroft, Creative Solutions Manager, Vizeum said: “MINI’s reputation as an exciting and fun car to drive has spanned generations and this campaign has given us the perfect opportunity to re-assert that perception. The partnership with Absolute Radio not only allows us to reach a quarter of the brand’s core audience but the content of the show itself provides the perfect fit. ”