Low-cost mobile network SMARTY has partnered with Ricky Wilson’s weekday drivetime show on Virgin Radio.
Orchestrated by media agency Zenith UK, the 12-month partnership will see the brand become the sole partner of Wilson’s show.
The network will now look to strengthen its target audience by tapping into both the radio station and Wilson’s established and loyal followings.
Singer and Kaiser Chiefs frontman Wilson joined Virgin Radio earlier this year, with his new weekday afternoon show launching in January.
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“Ricky’s show and SMARTY are a match made in heaven. We love to keep things simple and give our customers fuss-free mobile, and we can’t wait to tune in and hear Ricky bringing this to life for Virgin Radio listeners,” SMARTY head of branding and marketing, Sayed Hajamaideem, said.
The move comes after figures released this week revealed Virgin Radio UK reached up 2.1 million listeners – up 8.4% from last quarter.
Zenith UK group strategy director Florence Ospici, added: “Virgin Radio and Ricky Wilson are great partners for SMARTY. Ricky’s natural no nonsense approach with humour is the perfect match for the network’s hassle-free and light-hearted brand message. The partnership will allow the brand to maintain presence and drive frequency through Virgin Radio’s impressive audience footprint, which offers an extraordinary platform.”
