Heart bids for London listeners with CHI ads

Heart 106.2 is raising the stakes in the battle for London listeners with a £1.5 million TV and outdoor campaign.

Created by Clemmow Hornby Inge, the agency's first work for Heart since it won the business from Elliott Borra Perlmutter in August unveils Heart's new "Turn it up" proposition.

The campaign features two 30-second TV executions that break in London on 13 October. Outdoor involves two 48-sheet executions to support the TV activity.

The TV spots, "tunnel" and "light switch", feature tracks from Heart's playlist by artists including Natasha Bedingfield and Moloko.

The "light switch" execution features a woman dancing in her living room, with her boyfriend flipping the light switch to recreate a nightclub atmosphere. It ends with her appealing for "just one more" song on Heart.

"Tunnel" shows a couple entering a tunnel in their car and looking downcast because the radio signal disappears.

Heart's media agency, Starcom Mediavest, has planned and bought the campaign.

TV will run for a month on ITV, Channel 4, five, GMTV, E4, Living, ITV2 and UK Style. It will launch in the centre-break of Coronation Street.

Outdoor will be rolled out across sites in Greater London.

Heart's rival 95.8 Capital FM is also expected to invest in autumn activity and is currently running TV spots to showcase its Johnny Vaughan breakfast show.

"Tunnel" was art directed by Matt Pam and written by Tony Barry. "Light switch" and the outdoor work were art directed by Christer Andersson and written by Alex Ball. The spots were directed by Steve Reeves through Another Film Company.