Media: Absolute Radio gives riot victims a boost

As part of a week-long promotion for Capital One, Absolute Radio's breakfast DJ Christian O'Connell gave away four £500 prizes to listeners who had the most interesting plans for spending the money. But when Hazel Farmiloe from Tottenham called to say she would spend it to help her father rebuild his jewellery business that was destroyed in the riots, the campaign took a different direction.

Absolute Radio: Capital One Cash Giveaway
Absolute Radio: Capital One Cash Giveaway

Campaign: Capital One Cash Giveaway
Client: Absolute Radio
PR team: In-house
Timescale: August 2011
Budget: £75,000
 
Objectives

  • 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.
 
Results
 
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.

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