Emap Rolls Out Live Sexy Campaign To Promote Kiss
Emap has unveiled a £1.8 million advertising campaign to promote Kiss 100 its core 15 to 24 year-old youth audience.
The ‘live sexy’ campaign, which was developed by Naked, will include outdoor advertising, editorially generated content in Metro newspapers and a high-profile promotional event at a flagship store in central London.
The ads will encourage consumers to go online to receive access to a ‘conceptual wristwatch’ which will provide listeners with regular updates on how to live sexy.
Commenting on the initiative, Afdhel Aziz, brand manager for Kiss 100, commented: “This campaign takes Kiss 100 far beyond a radio station and into an area where the brand can actually inspire people’s lives, as well as encourage them to tune into Kiss 100.”
Emap has worked with Starcom Motive to create a plan to spread outdoor advertising across London in order to ensure standout and campaign gravitas in rich urban areas.
The campaign will run throughout October and November and will also include online ads and extensive use of SMS marketing techniques. It will target the Kiss 100 database as well as the databases of other Emap brands.
Emap is also set to extend the campaign nationally to reflect the fact that Kiss is now a national brand through digital radio. The latest RAJAR results for the three months to June 2003 show that Kiss 100 FM saw its weekly reach increase by 7.6% year on year to 1,602,000, up from 1,489,000 in the same period the previous year.
Emap recently revealed plans to launch its celebrity entertainment magazine, Heat, as a national music radio station on Freeview at the end of this month (see Emap Hots Up With Launch Of Heat Radio On Freeview).
Emap: 01733 568 900 www.emap.co.uk
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