Kiss 100 is launching a pounds 300,000 targeted marketing campaign
featuring its trademark wooden doll character, Woody. It aims to repeat
the success of its January 'Woody' campaign, which saw a 40% increase in
listening hours.
Fly-posters and phone-box posters featuring Woody will tie in with their
locations: posters in Soho will feature a camp Woody, those near
hospitals will feature surgeon Woody, and fireman Woody posters will
also appear.
Kiss listeners will be asked 'Where's Woody?' and will be encouraged to
send text messages to Kiss whenever they spot a new site.
The campaign will be supported by cinema and one-off stunts. Woody is
also expected to appear at major sporting events. Creative is through
Mother, while media buying is through Rocket.
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