GWR sales house Opus has clinched a pounds 500,000 deal with the
human resources software outfit OneClickHR.com.
The radio campaign, the advertiser’s first, will target business people
who listen to Classic FM and London News Radio. The commercials broke
last week and will run for a month. They will be followed by a six-week
airtime package starting in mid-September.
The radio push is being supported by press executions in The Daily
Telegraph, The Times, The Sunday Times, The Mail on Sunday, Sunday
Business, The Scotsman and The Herald.
Toby Selves, direct group head of LNR, negotiated the deal on behalf of
OneClickHR with Ian Scott of Ian Scott & Partners.
The creative was devised by Nick Salaman, creative director at Ian Scott
The radio spots portray a series of employers who are unhappy with their
disorganised work environment.
Salaman elaborated: ’In the ads, one employer is married to his filing
cabinet, an HR manager is marooned in a sea of paperwork and a personnel
director gets bogged down with contracts and commercial law.’
Peter Charlton, sales director at GWR, said: ’The media mix reflects the
reach of LNR and Classic FM among the business community. Our radio
audiences are highly internet savvy and that is what OneClickHR wants to
Selves said: ’The ads are using drive-time slots to hit managing
directors and HR managers. They will catch people in the morning and
evening on their way to and from work.’
Classic FM has recently increased its reach among the UK business
Almost 25 per cent of all business people listen to the station each
week, according to recent figures from research organisation
OneClickHR launched its website in May.