Wickes is continuing its deal to sponsor The Christian O’Connell Breakfast Show on Absolute Radio, whilst extending it to the early breakfast slot.
There will also be promotional activity around Bauer City Network 1 stations, both on-air and online.
As part of the sponsorship, Wickes will be using InStream+, Bauer Media’s audio advertising technology, for the first time.
The technology provides a digital audio advertising solution, offering brands the opportunity to target and engage with listeners who have logged into Absolute Radio via any connected online device. First party data around name, gender, location and age is given by listeners in return for personalised premium content which delivers a more engaging and relevant audio experience.
Campaign activity includes relevant branded content in on-air features, alongside traditional show credits, for both The Christian O’Connell Breakfast Show (Monday – Friday, 6 – 10am) and Early Breakfast (Monday – Friday, 4am– 6am).
Abby Carvosso, Group MD Advertising, Bauer Media said: “Wickes are the epitome of perfect partners. They are utterly engaged and attuned to the Absolute Radio’s irreverent tone of voice, maximising the opportunities for both brands. The addition of early breakfast sponsorship demonstrates the strength of the bond and a willingness to evolve the relationship.
“This partnership clearly shows our ability to combine deep audience insight with unique editorial instinct to create content that is truly influential, benefitting consumers and commercial partners alike. It also puts our commitment to digital audio innovation at the top of the agenda, introducing InStream+ technology to Wickes for the first time.”
Matthew Gaunt, Head of Brand Communications, Wickes said: “This partnership continues to grow in strength, delivering time and time again. It takes brand integration to new heights, with long form features such as last year’s Christmas panto putting Wickes at the very heart of the station. The previous results speak for themselves and we’re really excited at the prospect of extending our work together, reaching a new DIY and trade audience group on Early Breakfast.”
The deal was brokered by The Story Lab.