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Following the huge success of Mira Showers’ first radio advertising campaign that was broadcast last autumn during prime morning listening time with Virgin Radio, Talksport and Capital Radio, plus 23 regional radio stations throughout the country, phase two went on the air on April 30th.
Designed to increase the public’s awareness of the Mira brand, and to create interest in upgrading existing shower facilities, the spring campaign follows the same format as that undertaken last autumn when the 30 second ads reached over 10 million householders up to eight times over the campaign period. The second phase is part of a year-round series of advertising, promotion and PR. A third phase of radio advertising is scheduled for later in the year.
The radio spots consist of three classic pops, Ben E. King’s “Stand By Me”, Pussy Cat Doll’s “Don’t Cha” and the Stevie Wonder hit “For Once In My Life”. Each song has had its lyrics rewritten so as to put across the idea that a really great shower encourages singing. Linked to the spots will be a hard hitting, but fun promotion, using the station’s top DJ’s, with prizes for listeners.
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