The competition, which ran on O'Connell's breakfast show in October 2006, asked listeners to persuade a celebrity to ring in, with a top prize of £20,000 for the listener who prompted the best caller.
Graham Marsh, a member of Blair's constituency, asked the PM to call in and he complied, ringing the show twice for a chat with O'Connell. The audience voted him the best caller, despite Rod Stewart and Liam Gallagher also ringing in.
Paul Jackson, chief executive at Virgin Radio said: "A combination of great prize, top celebrity callers and Christian's own style of executing the mechanic made for some really compelling and engaging radio."
O'Connell gained plaudits from critics for generating widespread PR, and driving audience figures, which currently stand at 1.2m. He was the exception on a night where commercial radio did not fare well, and he saw off competition from BBC Radio News for Radio 4, Pirate FM and Metro Radio to win the award.
The judges said: "This made us laugh out loud. An impressive competition that harnessed the enthusiasm of its audience, created real impact and generated great PR.
"Presenter Christian O'Connell handled the calls brilliantly, creating some lovely must-listen moments. This competition would genuinely make you tune in every morning to hear what would happen next."
Marsh used his £20,000 prize money to cover the expense of representing the UK in the world transplant games, held in Bangkok.
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