Preference Choice Publication

Heart Turns to Text for DAB Promotion

David Murphy

Jogger_dab_stillLondon radio station Heart 106.2  is using a text-in competition to promote digital radio via a TV ad campaign. The campaign breaks today, and features a jogger carrying a Pure Pocket DAB (Digital Audio Broadcasting) digital radio.
To tie in with the campaign, 50 of the radios are being given away on the Heart Breakfast show, hosted by Jamie Theakston and Harriet Scott. Everyone who texts in to enter the competition, but who does not win one of the radios, will receive a bounceback text offering them a 10 discount off the radio from the BuyDigitalRadio website, bringing the price down to 89.95.
This is the first time that Heart has used a bounceback offer to promote digital radio, and if its successful, it could become a standard requirement for future campaigns says Diane Wray, managing director of MXR Digital,   a consortium of leading radio operators, including Chrysalis Radio Group, GCap Media, Guardian Media Group, UBC Digital and Ford Motor Company.