News
Chevrolet to give away £1million in first-ever Radio ad-funded programming
28.07.2006This week sees the launch of the £1-2-a-Million Chevrolet Value Challenge to support its national network of dealerships. The General Motors-owned car manufacturer launched in the UK in 2005 and the new campaign is designed to reinforce Chevrolet’s ‘value’ positioning and to increase dealership and showroom traffic. The Chevrolet Value Challenge is thought to be the first time an advertising brand has given listeners the chance to win £1million on Radio.
The £1 million media campaign, by Initiative, is Chevrolet’s first use of Radio in a promotional capacity and uses specially created programming content (rather than commercial airtime) featuring listeners who have called in for a chance to win £1million. Listeners are encouraged to call in to secure a place in the final game-play, during two weeks of pre-promotional trailers – the actual competition is then aired for three weeks. The five week campaign starts on 31st July. All callers are also entered into a prize draw to win a Chevrolet Matiz 1.0SX.
The campaign runs across selected national and regional stations targeting ABC1 Adults 45+, including Classic FM, Classic Gold, Capital Gold, Smooth FM and Real Radio. All competition programming is presented by each station’s biggest-name DJ – on Classic FM it will run in Simon Bates’ breakfast show. The Radio activity is supported by a link to each station’s website, within which a further link will take listeners to a £1-2-a-Million Value Challenge microsite, where listeners can practice playing the general knowledge game in advance of the final game-play.
The campaign was planned and bought by Initiative’s Account Director Max Lucas and Head of Radio Jonathan Barrowman. Creative production is by USP. Commenting on the new campaign, Chevrolet’s Manager for Strategic ATL Communications, Colette Casey, says “This is an exciting new media approach for Chevrolet and one that gives us a real opportunity to dominate one medium with a uniquely engaging listener dialogue.”
