GCap partners with Norwich Union in free petrol promotion

LONDON - GCap Media's One Network has teamed up with Norwich Union for an eight-week promotion inviting listeners to fill up their cars with petrol for free.

Read: Rooney Hovis ad reports wide of the mark.

So isn't 16 areas over 8 weeks two petrol stations per week? They could have done something quite innovative to tie the radio promotion in with a digital element, like a data collection portal issuing mobile coupons ... but instead they're just going to cause huge traffic problems as thousands of hard up motorists descend on petrol stations to get their free tankful. I predict a riot ... nice work GCap & OMD, you must be very proud

It seems my post wasn't well received somewhere in adland, so i'll take the opportunity to clarify my opinion that i see this as a missed opportunity for Norwich Union to have created a wider consumer engagement exercise across multiple channels rather than a simple 'freebie' givaway. As was also pointed out to me, the 'first one to the prize' is a tried and trusted idea ... which doesn't usually involve hundreds of 2 ton metal boxes. Sorry, but i stick by my opinion

Have to agree with Stuart, as if motorists weren't irate enough already. Good way of creating a lot of negative press for a respected brand.