Magic puts user-generated content at heart of new TV push

by Staff, Brand Republic 08-Apr-08, 10:10

LONDON - Magic FM will use photographs submitted by listeners in its latest advertising campaign, which will appear on television this week.

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.

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.

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."

Magic is now part of Bauer Radio, after the sale of Emap last year. The most recent Rajar figures, for the last quarter of 2007, showed that it had just lost its lead as the top commercial radio station in London to Heart, after three consecutive quarters at the top.