Magic 105.4 Launches Quiz Ad Campaign

Emap’s Magic 105.4 radio station is launching an advertising campaign to drive audiences to a revamped version of its ‘Music is Money’ quiz, which will see £15,000 won every weekday for three weeks.

The campaign launches this week with one 30-second and three brand new 10-second commercials. The adverts, created by St Luke’s, will be shown across ITV, C4, Five and Emap’s Magic TV Channel. From September 11, the campaign will be supported by a series of bus sides featuring new ads.

The 30-second commercial takes a humorous approach to the idea that everyone can play along with the ‘Music is Money’ competition. The three new 10-second commercials launch on September 9.

There will also be a media agency competition based around an online music quiz that will be organised by Emap Advertising’s trade marketing team.

The ads were created by Alan Young and Julian Vizard of St Luke’s, with art direction and copywriting by Eloise Smith. TV production was by Stink and the ad was directed by Zak and Dan. Media was planned and bought by Starcom.

Andria Vidler, managing director of Magic 105.4, said: “The ‘Music is Money’ competition was such a huge success when we first launched it in May that we couldn’t resist bringing it back for a second run. Given the popularity of Neil’s show, and its emphasis on music, it is the perfect platform for a great, music-based competition. The campaign creative is funny and engaging and we’re confident it will attract even more listeners to Neil’s show. Following on from our fantastic Rajar results in August, this campaign cements Magic’s position as London’s number one commercial radio station.”

Emap: 01733 568 900 www.emap.co.uk