LBC 97.3FM And Capital One Launch Fraud Prevention Campaign
LBC 97.3FM has teamed up with Capital One to launch a multi-media, consumer-awareness campaign to highlight the dangers of fraud.
The Chrysalis owned station is running an intensive awareness week on James O’Brien’s morning show between 10am and 1pm from June 18 – June 22.
With media buying by Starcom MediaVest, Fighting Fraud with James O’Brien and Capital One will be preceded by a promotional week (June 13 – June 17), during which listeners will be directed via on-air trailers and live presenter links to pre-register their personal experiences online.
TV promotions on Carlton and Meridian and Outdoor campaigns are also intended to drive consumer awareness of the programme.
Each day of the radio campaign will focus on a particular fraud-related topic, such as credit card and identity fraud, internet hacking and telephone sales scams.
The radio campaign will also feature the real-life case studies alongside advice from experts in the relevant fields.
A dedicated microsite within LBC’s website will carry tailored advice on a range of fraud-related topics, as well as a link to Capital One’s own website for further information on their services.
Chrysalis and Capital One are also creating a specialist podcast featuring experts offering tips and advice on how to avoid falling victim to fraud. The podcast will be available via iTunes and the LBC website.
Martin Gill from Capital One said: “This integrated approach is undoubtedly one of the most effective ways of tackling fraud. It’s important that we equip the public with the tools to fight this increasingly common problem, and by harnessing LBC’s engaging talk format and the range of platforms available through Chrysalis, we have every confidence that the campaign will deliver long-lasting results.”
David Lloyd, managing director at LBC, added: “This campaign is inspired. It capitalises on LBC’s conversational approach to get to the very heart of the issues and open the dialogue between brand and consumers. Capital One has recognised LBC’s unique ability to connect with its listeners.”
At the last RAJARs, for Q1 2007, LBC 97.3FM had a weekly reach of 597,000 and a total average hours per listener figure of 10.9 per week.
Chrysalis: 020 7221 2213 www.chrysalis.com