Capital aims to attract new listeners and its site (www.capitalfm.com/breakfast) will play a central role, for which Capital has poached Radio One web editor Fiona Hodge.
The online push is spearheaded by Jude Brooks, interactive and CRM manager at Capital. "Stations like Xfm are very pro-online, but Capital hasn't done anything like this before," she said, revealing that Capital has put £100,000 into the project.
The brand created a 'desktop Johnny' caricature with agency Skinkers Communications, that can be downloaded from the site to sit on the user's desktop. Capital will send a message each day that will appear as a speech-bubble from the icon. "This is for CRM, and in future we hope to personalise messages depending on the listener profile," Brooks explained.
Other features on the site include 'today's show' outlining the main topics from the day's programme; a 'best bits' audio library; 'the team' giving background on Vaughan and his colleagues; and 'play and win'. Text alerts on the services are being sent to Capital's SMS database.
Zed Media will plan and buy for the online promotion, worth some £20,000, to raise awareness of the show and site. The agency has booked space on sites including Virgin, MSN and iVillage. An above-the-line campaign will include TV, cinema, press and billboards.
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