Capital London’s Breakfast Show is No 1, but with so many platforms vying for the attention of young Londoners from the moment they open their eyes, we needed a campaign that would leave them in no doubt that Roman Kemp’s show was a must-have part of their morning routine.
We spent time on the show and saw that Roman knows the stars so well he ends up getting them to do all sorts of crazy things. Our brave question became ‘how can we use this enviable access to give our celeb-loving listeners massive FOMO about missing the Breakfast Show’? Our bold answer: to tease them with the sort of antics that only Capital can make happen every morning.
The result is the ‘Anything Can Happen’ campaign, which launched in the prestigious ‘ITV Presents’ ad break during the first episode of X Factor on Saturday 2 September.
The ad shows Roman in a series of out-there scenarios with today’s hottest celebs – playing darts with Katy Perry; arm wrestling with Liam Payne and getting Shawn Mendes into bed with a load of cuddly toys.
The campaign is supported with social media and slots on YouTube, Snapchat and Instagram Stories while Roman and co-presenter, Vick Hope, will also be appearing on outdoor sites across London.
After launch, fans of the stars featured took to social media to show their support, with over 2,000 retweets and 4k likes in less than 48 hours (Niall Horan and Liam Payne in the same ad creates a LOT of love).
“The new campaign shines a light on the unique access Capital has to the world’s biggest stars,” says Adam Johnson, Director of Marketing with Global, the world-leading media and entertainment group that owns Capital.
“Capital is reaching its biggest audience in London in 13 years and we have a fantastic new Breakfast Show with Roman Kemp at the helm. This makes now the ideal time to promote Capital and reinforce our position as London’s number one hit music station.”