Virgin Launches Campaign To Boost Breakfast Share
Virgin Radio will burst onto television and cinema screens across the country later this year with the launch of a high-profile advertising campaign to bolster the station’s share of the highly competitive breakfast market.
Promoting the station’s popular Pete and Geoff Breakfast Show, the campaign centres around an animated version of the two presenters in a ‘bizarre but familiar’ cartoon world. Virgin claims the promotion provides the perfect backdrop to showcase the duo’s unique charm and early morning offering.
The adverts, launched with two executions and as-yet unannounced support material, see Pete and Geoff appear as eggs, in line with an outdoor advertising campaign used earlier this year. The two presenters are depicted in a radio studio, based inside a chicken, wandering through ‘breakfast world’ encountering guests as they go.
Virgin claims the campaign will attract a broad mainstream audience, raising the station’s profile while showcasing the talents of Pete and Geoff. The advert’s soundtrack is provided by core Virgin Radio artists, Maroon 5, U2 and Keane.
Commenting on the promotional push, David Andrews, marketing director at Virgin Radio, stated: “We believe that The Pete and Geoff Breakfast Show is the best in the UK, and this ad appeals across the board to draw new listeners into the station. The unusual Pete and Geoff world provides the perfect imagery for the show and it brings alive Pete and Geoff’s magnetism which keep’s them one step ahead of the competition.”
The creative, created by Studio AKA working with Virgin’s creative agency Hooper Galton, is designed to give Virgin a much needed boost in the increasingly competitive breakfast sector.
Earlier this year Virgin’s rival radio station Heart unveiled new branding and an increased adspend to help push its audience figures ahead of rivals in London (see Heart Rebrands As It Sets Sights On Capital). Similarly, Capital Radio continues to advertise its high-profile breakfast show, fronted by TV funnyman, Johnny Vaughan (see Capital Pushes Vaughan With TV Ad Campaign).
Virgin and its rivals will be eagerly awaiting the latest RAJAR figures for the three months to September ahead of their official release at 7am tomorrow morning. Full coverage of the results, as well as comprehensive analysis of the figures, will feature on NewsLine tomorrow.
Virgin Radio: 020 7434 1215 www.virginradio.co.uk
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