Under the idea, Listen to Win, at the start of an ad break listeners are encouraged to pay attention to the ads that follow.
At the end of the break, listeners answer a question about one of the ads they have just heard by logging on to the Virgin Radio website. By answering the question correctly, the listener enters a competition to win a £500 prize. Working with Aegis media agencies Carat and Vizeum, the station ran trials of the initiative in September, with Renault, Halifax, British Gas, WeightWatchers and Oasis.
Over the course of the trial, Virgin Radio said that the brands saw an increase in advertising recall, with a 21% average uplift compared to a conventional ad break.
Nick Hewat, Virgin Radio's sales director, said: "Spot airtime is still the bulk of our business and it is incumbent upon media owners to come up with new imaginative ways to get more out of their inventory."
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