Horizon Media - NBC Universal Brand Team Win “Best Use of Radio” Award for “Heroes” Media Planning
Creative Combination of Adlets, a :15 and a :60 Aired Exclusively on Clear Channel Radio Stations to Support Premiere of Breakout Hit TV Show
The Horizon Media – NBC Universal Brand Team has been recognized for “Best Use of Radio” as part of the 2007 Mediaweek Media Plan of the Year Awards announced this month.
NBC Universal Television successfully broke through competitive season premiere noise and built up anticipation among the mainstream audience for the premiere of its “Heroes,” adventure series. “Heroes” premiered at number one, and held that spot for several weeks throughout the season.
The unique national radio campaign integrated a clever combination of multiple unit length spots into station programming and content. Clear Channel Radio programmed a “blitzed-frequency” rotation that consisted of a :60 spot that encouraged listeners to imagine life with a miraculous talent, three adlets voiced by “Heroes” talent that introduced the characters’ incredible abilities and a :15 spot-cluster finale with a tune-in message.
Aired exclusively on Clear Channel Radio stations in the top 25 demographic market areas.
The campaign broke on September 20, 2006 with spots airing during morning and afternoon drives for five days leading up to the premiere.
The NBC Agency, Horizon Media, Inc. and Clear Channel Radio
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