Heart and Alexa launch joint campaign

Global’s Heart Radio and Amazon have united for the first time to launch an integrated ad campaign.

The campaign launches today and will run across TV, audio, outdoor and social including YouTube, Facebook, Instagram and TikTok for the next five weeks.

It aims to encourage people to tune in to Heart via their Alexa smart speaker throughout the day; whether it is to wake up in the morning, during a workout or as a soundtrack during the work day.

The campaign will start with a 30-second TV ad starring Heart Breakfast presenters Amanda Holden (pictured, main image) and Jamie Theakston.

Dennis Stansbury, Alexa country manager UK and Ireland, said: “We’re excited to have created an ad that reminds our customers how easy it is to listen to Heart using only their voice — and it’s just one of the many reasons our customers tell us they love their Alexa enabled devices.”

This comes as the latest RAJAR figures for the last quarter found smart speaker listening accounted for 10% of all radio listening in the UK.

Global’s Heart remained the most popular commercial radio station in the UK with 9.7 million weekly listeners, but was down 5% quarter-on-quarter according to the same figures.

Heart Breakfast with Jamie Theakston & Amanda Holden recorded a weekly reach of 3.7 million in Q2 2022, only behind BBC Radio 2, BBC Radio 4 and BBC Radio 1.

Media planning was led by Omnicom media agency PHD. The TV ad was created by adam&eve/DDB and produced by Rogue Films.