The challenge of the campaign was to recruit staff for IT and finance roles in Basingstoke. Local radio was used as part of a campaign incorporating local press, regional press and online. The radio ad on 2tenfm, used an open event, SMS shortcode and press ad as a response mechanism in the commercial. The commercial attracted a response within the first day and the quality of applicants was considered to be higher than normal. The campaign demonstrated radio's strength of fast turnaround times and the ability to reach the passive audience.
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