Strongbow has taken itself out of the ad breaks and into radio
station programming with a new multi-station campaign promoting its
Loafstyle City Blitz Tour.
The core of the campaign is on-air promotions directing listeners to
bars where they can participate in the tour and enter the competition to
win a Loafstyle Pad for a year.
The campaign, created by Market Tiers 4DC for Dynamo Marketing, will run
across five stations throughout the UK, for five weeks on each
station.
Each week, listeners to the stations will be urged to 'go and loaf' in
the bars where the Loafstyle Tour is, and have their pictures taken with
the 'Loafstyle Girls'.
Each photo is sent back to the radio station, and every week the station
staff will choose a winner. The five winners in each region then compete
in a final event to win a fully furnished Loafstyle Pad for a year - a
rent-free apartment kitted out by Loaded magazine.
Strongbow's radio campaign characterises an emerging trend by brands to
expand their advertising strategies into programming content.
Melanie Goodleff, account manager at Market Tiers 4DC, said: "On-trade
promotions get a brand 'out there' but using radio as the driver means
the campaign is hip and happening. These campaigns become events not
just in the bars but in the whole transmission area."
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