BJL lands £1million Bauer brief
Manchester-based BJL has crafted a £1million campaign for Bauer Radio's Big City stations after a four-way pitch.
The campaign incorporates TV, outdoor, DM and online to promote Bauer's '£1000 Song' initiative, which will give listeners the chance to win a grand whenever they hear a 'trigger' track in full. The promotion will run throughout Bauer's leading local stations, which include Key 103 and Radio City in the north west, Metro Radio in Newcastle and Leeds-based Radio Aire.
BJL was appointed to handle the creative following an undisclosed four-way pitch. The agency has adopted 'The Sound of Money' as the base for its concept and has used cash puns on Big City playlist artists' names - including Cashier Chiefs and Dough Patrol - throughout the creative.
Steve Parkinson, Bauer Radio’s marketing director, described the campaign as "simple but fun" and said the promotion was part of Bauer's commitment to developing its regional stations to grow combined audiences across the UK.
He said: "Over the coming year one of Bauer Radio’s key priorities will be to continue reinforcing our relationships with our strong local audiences by creating innovative and exciting ways of driving increased listening. This creates the dual winning situation of delivering advertisers both highly targeted local audiences alongside large scale combined audiences across the UK’s major conurbations."
Last week, BJL sealed the advertising and PR briefs for Halewood drinks brand Lambrini.