Feb 2013 Radio News
The 30″ commercial, created by Red Bee Media, features a central female character in her mid to late thirties called Melanie, who listens to Magic 105.4 with the ad visualising the effect the music has on her life. It takes her on her Magic journey through her childhood bedroom in the 1980s, to her first dance at her wedding in the 1990s and finally to a modern day outing to the beach with her friends and husband.
The music for the ad features core station artists including ‘Freedom’ by Wham!, Shania Twain’s ‘You’re Still The One’ and ‘Valerie’ by Amy Winehouse and Mark Ronson.
The Q4 2012 Rajar results revealed Magic 105.4 as the number one commercial station in London for reach, hours and share and the only commercial station reaching over 2 million listeners a week.
Steve Parkinson, MD Bauer Radio London, said: “This campaign showcases all that’s brilliant about Magic 105.4 and this significant investment in brand marketing will help maintain its position as London’s favourite commercial radio station.”
Laura Gould, Head of Production, Red Bee Media added: “We were really pleased to work with Magic 105.4 on this campaign and help bring the station to life. Adam Butcher, the Director, devised in-camera scene changes and effects to help give the spot a natural and spontaneous feel illustrating the power of music to trigger memories.”