Capital FM regained its lead in the last set of Rajar figures with a total of 2.3m listeners over the quarter and 400,000 more than the Chrysalis-owned Heart FM.
The campaign, devised by Delaney Lund Knox Warren, comprises a 30-second TV execution that will run across Carlton and LWT for two weeks, breaking on Friday February 13.
The television campaign is being supported by a heavyweight poster campaign on the London Underground, which breaks next Monday and will run for two weeks. Media planning and buying is through ZenithOptimedia.
The creative for both executions focuses on the popular on-air "Bong game", the all-day game that sees callers pit their wits against the "bong". Escalating amounts of cash are given away and the caller has to say "stop" before they get bonged out.
The campaign uses the tagline: "Tune in, hold your nerve, win the cash."
Carl Lyons, marketing director at the Capital FM Network, said: "We know listeners love the Bong game and the campaign showcases the play-along enjoyable tension that is the game's very nature. Listening to someone playing the game carries the same fun and edge of your seat stuff as watching a footballer take a penalty. It's compelling, which is what the ad communicates."
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