Co-op and Global are to sync an advert live on radio and outdoor media.
It’s part of the Co-op’s Christmas advertising campaign, which features 2 brothers doing an acoustic cover of the Oasis b-side, Round Are Way.
Inspired by the ad, listeners to The Chris Moyles show on Radio X have been encouraged to enter a sing-along competition to show off their own skills and compete for a cash prize from the Manchester retailer.
Today, Global will create a “multi-sensory” advertising experience, by announcing the competition’s winner live on Radio X and simultaneously across 500 digital outdoor sites in Manchester and London.
“The Chris Moyles show on Radio X is the ideal platform to extend the wider launch of our Christmas campaign by bringing to life our TV ad in a way that will really resonate with our audience,” said Alison Jones, Customer Director at Co-op.
“We’re delighted to continue our successful partnership with Global, who clearly understand our brand vision and it’s exciting to see how our partnership can progress as we explore their innovative capabilities in both audio and OOH.”
The partnership has been facilitated by Dentsu agencies The Story Lab and Carat, as well as, outdoor specialist, Posterscope.
“It is great to see Co-op once again pushing the creative boundaries of OOH with this media-first radio sync. This partnership demonstrates an exciting new role for DOOH while further cementing the relationship between the channel and radio,” added Lee Mabey, Integration Strategy Director at Posterscope.