MUMBAI: Fever 104 has brought back one of its earlier contests, ‘I love Fever 104’to the cities of Bangalore and Kolkata.
It’s a month long contest, where every registered participant stands a chance to win Rs 10,400. The station claims several listeners from Bangalore and Kolkata have already registered since 26 June, when the lines for registrations opened. The ‘I love Fever 104′ contest has started from 2 July and will continue till 22 July 2008; from Monday to Friday from 8 am to 8 pm in Kolkata and from 7 am to 10 pm in Bangalore.
When quizzed about the reason of bringing an old concept to Bangalore and Kolkata; Fever 104 FM national marketing and promotions head Gowri Satyamoorthy Kapre says, “The original Fever 104 contest was held in Delhi in January 2007 at the time when Fever 104 FM was launched in the city with the motto to drive the brand name and the frequency to the house of the listeners. In Bangalore, we have recently shifted from playing Hindi music to Kannada music; hence with this contest, we are trying to grab the attention of a new genre of listeners. And since Kolkata is a new city where we just begun our operations; it is also the theme to drive the brand name and the frequency to the houses of the listeners.”
The station has supported the contest with a 360 degree media plan that goes on the floors from 2 July for both cities. In case of television in Bangalore, the radio station has roped in ETV Kannada, Suvarna Kannada and Zee; whereas for print, the radio station has tied up with Deccan Herald, Praja vani and Vijay Karanataka. On ground activation includes mall activation at malls like Garuda, Forum and Central. The contest will also have a presence in the multiplexes through PVR and Inox.
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In Kolkata, the station has inked deals with Zee Bangla, Star Ananda and Sangeet Bangla for television promotions and has Hindustan Times as its print partner. And for presence in cinema, the station has partnered with Adlabs and Inox.
After lying low for a while, Fever seems to be now going for the listeners’
jugular, rolling out programmes one after the other. “Every station follows its own agenda. All FM stations play the same kind of music and the only way of creating a difference is through the content. While every station follows its own plans when it comes to promotion; it’s just that with all programs running together gives the impression that we have planned it at one go”, explains Kapre.
Currently, the station is busy working towards making, ‘I love Fever’ a success in both cities and if all goes well, there are plans to launch a nation- wide contest in future. Kapre notes, “Yes, we do have the plans to work on launching a nation wide programme; however it’s too early to divulge details.”
