Autoglass® were no strangers to radio advertising. But, for the first time ever, Autoglass® were looking to explore how a promotion could enhance their existing spot advertising and gave Classic FM listeners the chance to influence the content of their next radio ad. Born out of feedback Autoglass® received from their customers and the Classic FM listeners about their famous radio jingle, the campaign was developed in direct response, allowing Autoglass® to communicate on a more personal level with loyal listeners.

Build awareness and to drive positive perceptions about the brand amongst the listeners of Classic FM.

Classic FM's 5.4 million listeners across the UK were invited to vote for one of three new Autoglass® jingles, especially composed for the station. All three jingles were written in a classical style and the winning version will be used on all future Classic FM campaigns. The campaign ran for 3 weeks, culminating in an airtime campaign that incorporated the new jingle. The on-air activity was supported by a dedicated Autoglass® Microsite where listeners could vote for their favourite jingle and enter a competion to win one of 3 holidays to classical destinations.

The promotion enhanced Autoglass® existing spot advertising and managed both to drive positive perceptions of the brand and to engage Classic FM listeners with Autoglass®.

Amanda Barrett at UM said: "This was the first time that Autoglass® had done anything beyond the traditional spot on radio. As one of the UK's biggest supporters of radio, this initial test gave us a good insight into how a promotion can enhance our traditional spot advertising and drive deeper engagement and understanding of the Autoglass® brand values."