A number of pop heavyweights have come together to feature in Global’s latest ad campaign for Capital, which aired during The X Factor on Saturday, August 27.
In 60-second and 30-second fly-on-the-wall TV spots, Capital offers a glimpse behind the scenes at both its studio HQ and its Summertime Ball in June, featuring never before seen footage.
The TV campaign, which is based on the message ‘Only On Capital’, is set to Dua Lipa’s new track Blow Your Mind (Mwah) and features appearances from Justin Bieber, Ariana Grande, Little Mix, Will.i.am, Calvin Harris and Years & Years, alongside Capital presenters Dave Berry, George Shelley, Lilah Parsons and Roman Kemp.
The Capital campaign will also run across outdoor, VOD and specially created content for social media platforms, including Snapchat.
An expansion of Capital’s behind the scenes footage will feature in a digital outdoor campaign on the London Underground network. Commencing Monday, September 12, commuters will get a glimpse behind the scenes through footage captured from a two-way mirror from Capital’s Summertime Ball.
The message is also being reinforced with 400 bus sides in London, featuring Capital London breakfast’s Dave Berry, George and Lilah.
Adam Johnson, director of marketing at Global, said: “We know our listeners love getting a glimpse of what really happens behind-the-scenes at Capital. For the first time, we wanted to show what really happens on air and off air in a way that only Capital can. The first X Factor show is one of the most hotly anticipated TV events of the year and the ideal platform to launch the campaign.”
According to Q2 RAJAR figures, the Capital brand saw its weekly reach grow by nearly 1m listeners, to 8.5m in Q2 2016 compared to 7.6m in Q2 15.