Heart, the Global Radio-owned network, is launching a £1.5m ad campaign that aims to highlight its “feelgood” positioning, in a bid to reach new listeners.
The campaign, which breaks tomorrow, will introduce the Heart “windsock characters”, who spring into action when they hear Heart’s “feelgood” music.
The ad, which has been created by CHI & Partners, features more than 75 life-sized “windsock people”, and will run across television and cinema. It will be supported by digital activity across female-targeted entertainment sites, and will also include the Windsock Groove Game, which allows listeners to design their own character.
The Heart websites have been revamped as part of the “feelgood” positioning. Heart has also launched a site for Heart Digital online listeners.
The media planning and buying for the ad campaign was through Starcom Mediavest.