Magic Launches UGC TV Ad Campaign
Magic 105.4 is launching a new television advertising campaign made up of user-generated content.
The campaign features two 30-second spots with the theme “Magic good mood film”, which were created after an appeal by breakfast DJ Neil Fox for listeners to send in photographs that made them smile.
Images were submitted via Magic’s website, where a link clicked through to a microsite and a slide show giving a taster of the part finished ad.
Sarah Hyatt-Williams, head of marketing at Magic 105.4, said: “Our listeners have embraced the UGC idea with a passion. In just two weeks the microsite received more than 3,000 photos and 95,000 page impressions.”
The ads have been created by St Luke’s and use tracks by Michael Buble and new artist Doug Walker. St Luke’s sister digital agency Ramp Industry developed the photo album microsite.
The images appear on screen with the words “music from Magic 105.4” followed by “pictures from our listeners”; it ends with the “lift your mood change your tune” strapline.
Some of the pictures used in the two Magic 105.4 ads include a dog in a wig, a pair of bananas with smiling faces drawn on them and a rabbit made out of plasticine.
The ads will run on terrestrial and satellite TV.
Alan Young, creative partner at St Luke’s, said: “We’ve been developing this theme of lifting your mood with our campaign for the past year and it’s resonated with Magic’s audience. We wanted to create a collective experience for our listeners as part of that theme.”
Andy Crysell, managing director of Ramp Industry, added, “This is a great example of co-creation, one that makes a proper link between brand and audience. By using user-generated content as the social currency to provide an easy connection and dialogue with the brand, we’ve turned it into something real and actionable for Magic listeners.”
Magic is now part of Bauer Radio, after the sale of Emap last year (see H Bauer Buys Emap’s Magazine And Radio Divisions). The Q4 2007 RAJAR figures show that Magic FM (London) once again had the highest weekly reach in the Capital, at almost two million listeners, after a year on year rise of 9.9%.
However, the station was down by almost 2.9% period on period.
Its share of listening, at 6.1%, was up 10.9 percentage points year on year, and was just behind Heart 106.2 FM’s share, which at 6.2% was down 12.7 percentage points year on year.
Magic FM (London) also saw a fall in average hours per listener year on year, of 1.5%, although it remained static period on period at 6.6 hours (see Magic FM Still Has Top Reach In London).
Bauer: www.bauer.co.uk