Campaign: Capital One Cash Giveaway
Client: Absolute Radio
PR team: In-house
Timescale: August 2011
- To raise awareness of the Capital One promotion
- To maximise coverage using the new angle of helping victims of the riots.
Strategy and plan
The previous £500 winner called back to donate her prize to Farmiloe's father. The Capital One brand also donated £5,000 worth of prizes to go to other victims of the riots who called O'Connell's show. The Absolute Radio PR team brokered media interviews with Farmiloe and organised an auction to raise more money for her father.
Measurement and evaluation
The Sun covered Farmiloe's story as part of its riot coverage. Other coverage included ITV's London Tonight, which interviewed O'Connell, and the Tottenham and Wood Green Journal, which interviewed Farmiloe.
During the week-long campaign more than 54,000 people called the radio station to take part. The typical number for a similar promotion is 4,000.