Capital Radio Advertising/ Selfridges Tokyo Life
Selfridges was broadening its appeal above and beyond its traditional
core to encompass 25- to 44-year-olds ABCs. Alongside newspaper and
ambient activity, 95.8 Capital FM was used to announce the event to
London, create interest and excitement, drive footfall and add
personality to the cheeky mascot character, Kinkinki.
Through Capital Radio Advertising, Toyko Life was promoted on flagship
station 95.8 Capital FM, as well as being backed by a competition on
Capital Interactive that gave listeners the chance to win a trip to
Tokyo. The station also changed its regular jingles to "Japanese"
jingles, and the presenter Simone Biene reported back to listeners from
the Selfridges store. The opening Saturday of the Tokyo Life experience
was the biggest sales day of the year, even eclipsing the first day of
Selfridges' January sales.
WINNER
Title: Capital Radio Advertising/Selfridges Tokyo Life
Media Owner: Capital Radio Advertising
Media Strategist: Barry Ferguson
Strategic Radio Development Manager: Emily Sutherland
Sponsorship and Promotions: Hina Samani, Charlotte Tobin
Agency Sales Executive: Tracey Martin
Media Agency: Naked Communications
Media Director: John Harlow
Media Strategist: Ben Milligan
Client: Selfridges
Brand/Product: Tokyo Life
Marketing Directors: Nick Cross, Sarah Matthews
Relevant Brand Manager: Fiona Perkins
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