Diary: Ice to Eskimos - Trolley deal pushes Magic FM in the right direction

’The Magic FM campaign was the first time we had used trolley advertising for anything other than fmcg brands,’ relates Charlie Richardson, sales director at The Media Vehicle.

’The Magic FM campaign was the first time we had used trolley

advertising for anything other than fmcg brands,’ relates Charlie

Richardson, sales director at The Media Vehicle.



’Both John Harlow at Rocket and Stef Calcraft at Mother were ’thinking

outside the box’ when they included trolleys in an unconventional mix of

media. It was also the first campaign I sold, so I’m grateful to both of

them.



’Emap was rebranding its radio stations with the Magic FM tag. John had

the brilliant thought that people drive to supermarkets and, after

shopping, the last thing they see before they hop into their cars is the

supermarket trolley - so an ad on the trolley might induce them to tune

into Magic.



’The advertising was linked to a promotion encouraging shoppers to send

their till receipts to Magic. If theirs was selected on air, they got

all their shopping paid for. John was really receptive to trolleys - he

isn’t a media snob.’



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