ULTIMATE GIFT FOR CHRISTMAS
Radio Interviews and Competitions
Figures released in 2011 suggested that up to 20 million Brits leave their Christmas shopping until Christmas Eve and of those leaving it until the last minute, 53% said they were waiting for inspiration, nearly a quarter said they didn’t have the time to shop before and one in six were hoping to benefit from last minute bargains. One4All wanted to raise awareness of the One4All Gift Cards across the UK as well as position the brand as the ultimate in last minute gifts.
To maximise the campaign’s reach, One4All’s last minute gift advisor, Declan Byrne, came to the studio to participate in radio interviews and talked about some excellent Christmas gift ideas, the ways in which people can make the most out of Christmas shopping and the worst Christmas present he’s ever received. Another route to coverage for One4All was an on-air competition giving away a £50 One4All Gift Card to lucky listeners. Presenters said the Gift Card was the perfect prize in the run-up to Christmas and described Declan as a brilliant spokesperson.
Coverage highlights included: Smooth Radio, BBC Radio Norfolk, BBC Radio Humberside, BFBS, Heart West Country, Real Radio Yorkshire, Metro Radio and Big City Radio.
Campaign in Numbers:
One4All’s campaign secured a weekly reach of 11.3 million listeners with 4 hours 20 minutes’ worth of coverage.
One4All’s campaign secured a total of 50 items of coverage on BBC and commercial national, regional and local radio stations.