Magic’s Money Madness Aims To Ape Mystery Voice Success

Emap’s Magic 105.4 is to launch a major promotion next month, giving away £6,000 a day throughout March as DJ Neil Fox hosts the station’s March Money Madness activity within his More Music Breakfast Show.

The promotion, which runs in association with the Daily Mail, will employ a six figure marketing campaign to raise listener awareness, kicking off with a London Underground poster campaign, before rolling out across Greater London bus supersides.

The Underground creative shows a gloomy Thames riverside skyline moving to a rainbow, implying a pot of gold is on offer from Magic. The bus sides will echo this message, stating “Win £6,000 every breakfast? It must be Magic.”

Last year saw Magic keep listeners glued for an amazing 108 days with its seemingly unsolvable Mystery Voices quiz, a promotion which culminated in the largest cash prize of the last decade (see Magic Promotion Keeps Listeners Glued For 108 Days).

Commenting on the latest promotion, Andria Vidler, MD of Magic, said: “Following on from the success of Magic’s Mystery Voices, March Money Madness is going to be a fun and engaging way to put a spring into the step of our listeners.”

The promotion will see one caller taken to air each day, with the potential to win £6,000 dependant on how well they answer a series of questions. The creative for the campaign was created by St Lukes, with the campaign bought and planned by Starcom.

Steve Parker, UK buying director at Starcom, added: “With the BBC still on the march, commercial radio needs to create exciting and engaging mechanics that attract and entertain listeners.

“Hot on the heels of the extraordinary success of Magic Mystery Voices, Magic 105.4 is delivering again with its plans for the March Money Madness promotion. The partnership with the Daily Mail is a strong fit and will add real energy and scale to the whole promotion.”

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