Convenience retailer, Co-op, hit the headlines last week with the launch of their emotionally charged Christmas ad featuring real life brothers aged 12 and 6, belting out an incredible acoustic version of Oasis’ ‘Round Are Way’ outside their local Co-op.
The advert celebrates that everyone can do their bit to help their local community and spread some festive cheer. Continuing to share this community spirit on the high street this Christmas, Co-op has partnered with Global, the Media and Entertainment group, for a media-first today syncing their live radio ad with Outdoor advertising.
Throughout this week, listeners of The Chris Moyles show on Radio X have been encouraged to enter a live sing-along competition to show off their singing skills and compete for a cash prize of £3000, courtesy of Co-op.
Leading up to the competition, Radio X ran promotions on-air to drive people to listen to The Chris Moyles Show on Radio X for their chance to win the cash prize.
Today, Global will create a multi-sensory advertising experience by announcing the competition winner live on Radio X and simultaneously across over 500 of Globals digital outdoor sites in Manchester and London.
The partnership is facilitated by Dentsu agencies The Story Lab and Carat and outdoor specialist, Posterscope.
Alison Jones, Customer Director at Co-op: “The Chris Moyles show on Radio X is the ideal platform to extend the wider launch of our Christmas campaign by bringing to life our TV ad in a way that will really resonate with our audience. We’re delighted to continue our successful partnership with Global, who clearly understand our brand vision and it’s exciting to see how our partnership can progress as we explore their innovative capabilities in both audio and OOH.”
Katie Bowden, Director of Commercial Audio at Global: “We’re delighted that Co-op have recognised the power of Globals unique Audio and Outdoor channels with this fantastic media first. Co-op’s Christmas campaign brings some much-needed positivity to the country and we’re pleased to be able to complement that campaign with this really innovative idea”
Jessica Humphrys, Senior Creation Manager, The Story Lab: “We are thrilled to lead this tech first campaign with Co-op, Global, Carat and Posterscope which combines OOH and radio like never before. This is a brilliant new and innovative way to engage Co-op’s consumers, particularly in the cluttered Christmas market. We are proud to work with brave brands and partners who continue to push boundaries even during these uncertain times.”
Lee Mabey, Integration Strategy Director at Posterscope: “It is great to see Co-op once again pushing the creative boundaries of OOH with this media-first radio sync. This partnership demonstrates an exciting new role for DOOH while further cementing the relationship between the channel and radio.”