Magic 105.4 launches user-generated poster push

by Ben Bold, Brand Republic 11-Aug-08, 09:00

LONDON - London radio station Magic 105.4 is using a photograph sent in online by one of its listeners as the centrepiece of its 'Good mood' poster campaign, which will appear across the capital over the next two weeks.

The poster work extends Magic's recent 'Lift your mood, change your tune' TV campaign, which used images submitted by listeners and was created by St Luke's and sister agency Ramp Industry.

The poster activity starts today and spans 1,000 six-sheet sites in London.

The user-generated content campaign was launched by Magic's breakfast DJ Neil Fox and has so far drawn 15,000 photographs. Listeners uploaded their photographs at the Magic.co website and one of which is now being used in the poster element of the campaign.

The poster's image shows five people holding hands, walking across the brow of a hill, while in the background the sun rises. Copy at the bottom of the poster reads: "Good mood picture by Rhiannon Taylor, Middlesex. Add yours at Magic.co.uk".

The original 30-second TV ad was called 'Magic Good Mood Film' and featured a selection of user-generated shots, with the creative explaining that the images were from listeners and the music from Magic.

Sarah Hyatt-Williams, Magic's head of marketing, said: "We are incredibly proud of how Magic's unique music mix can lift your mood and we're delighted how thousands of listeners have embraced our campaign and truly made it their own."

Media for the outdoor campaign was planned and bought by Starcom.