CASE STUDY: Heart Gig In The Sky with More Than

Provided by Global Radio
Chart-topping star James Blunt went from selling records to breaking them - as he performed the world's highest gig.
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What was the Challenge / Background of the Campaign?

Heart, the UK's largest commercial radio network, took to the skies with RSA Insurance to attempt to smash the world record for the highest live music gig, in celebration of the insurer's 300th birthday. On Tuesday 29th June, the multi-million selling singer/songwriter James Blunt performed on-board a special Boeing 757 flying at 41,000 feet for Heart's Gig in the Sky in front of 150 lucky Heart listeners and RSA guests. Tickets for the record-breaking flight were given away on-air and online across the Heart network.

What was the Campaign Objective?

To attempt to smash the world record for the highest live music gig, in celebration of the insurer's 300th birthday.

What was the Solution?

Seeing a world famous singer live is usually more than enough. But imagine becoming a world record holder by seeing James Blunt perform live at 41,000 ft... Together with RSA Group, MORE TH>N's parent company, Heart gave listeners the chance to win a once in a lifetime opportunity; sending them and a friend sky high in our exclusive, private jet to enjoy an intimate live performance with James Blunt. The only way to be at our exclusive Gig In The Sky was by winning tickets, through listening On-air: Listen to Martin and Su from Monday 21st - Friday 25th June.

What were the Results?

Radio industry figures released by RAJAR at this time, showed that Heart celebrated continued growth with 7.365 million people tuning in across the Heart network each week, an increase of 105,000 brand new listeners over the last 12 months.

What were the Key Learnings of this Campaign?

The now record-breaking design team branded up the side of an airplane while James Blunt sung the highest gig performance ever! Integrating 4 logos is almost a world record itself... With lots of media coverage it was important to get the branding spot on.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsHeart is the UK's largest commercial radio network
25 - 34
35 - 44
Female
Both
ABC1
RADIO / NATIONAL
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSEXPERIENTIAL
PUBLIC RELATIONS
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