The campaign begins on 16 June and will include two drive-time promotions, spot ads, a dedicated phone line, an online page and a radio competition.
Aiming to deliver Green Flag's "waiting is frustration" brand motto, the on-air promotion will feature drive-time DJ Nick Jackson playing clips of other Virgin Radio DJs complaining about an unidentified situation, which listeners will be encouraged to try and identify. The first correct caller to air each day will win a "frustration free" prize, such as a worldwide trip.
The spotlight campaign will consist of editorial features that will bring to life listeners' day-to-day frustrations voiced by Mark Heap of popular Channel 4 comedy Green Wing and created by Virgin Radio's on-air creative team.
Stacey Pratt, senior planner buyer at MediaCom, negotiated the deal with Virgin Radio's promotions account manager Emma Smyth and Chloe Brand, sponsorship account manager.
United Kingdom
Virgin secures deal for Green Flag campaign
LONDON - Virgin Radio has secured a deal with Green Flag, the vehicle breakdown cover provider, for a two-month, on-air and online campaign.
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