Coventry Building Society partnered with Bauer Media to celebrate Coventry City FC’s trophy parade, delivering 336,000 audio impacts and a 15%+ social click-through rate.
The Brief
Coventry Building Society wanted to deepen its connection with the local community by celebrating a landmark moment for the city; Coventry City FC’s trophy parade. The goal was to reward loyal listeners with a once-in-a-lifetime experience, while raising brand awareness across the region in a way that felt authentic, exciting, and community-led.
Cutting through the noise around a major local event requires more than a standard ad placement. The campaign needed to:
- Capture the enthusiasm of passionate football fans and local residents
- Drive genuine competition entries and audience participation
- Deliver measurable reach and engagement across both audio and digital channels
- Reflect the warmth and community spirit that defines Coventry Building Society as a brand
The Execution
The campaign ran across Hits Radio Coventry & Warwickshire and Greatest Hits Radio Coventry & Warwickshire, giving Coventry Building Society access to a broad, engaged local audience spanning multiple listener demographics.
Coventry Building Society gave away the ultimate “We Are Back” experience. Ten lucky listeners won exclusive behind-the-scenes access to meet the players ahead of the trophy parade at Coventry Building Society Arena, along with tickets to the “We Are Back Live” event and £100 in club shop vouchers.
The campaign was a fully integrated, multi-channel activation:
- On-air spotlights across both Hits Radio and Greatest Hits Radio, broadcast 102 times throughout the campaign period
- A dedicated competition landing page hosted on the station website, designed to capture entries and drive measurable online engagement
- Targeted social media activity across Facebook and Instagram on both station accounts, amplifying the campaign to wider audiences beyond the core radio listenership
This combination of audio reach, digital conversion, and social amplification ensured that Coventry Building Society’s message landed at every touchpoint in the listener journey.
The Results
The campaign delivered standout numbers across every channel.
On-Air Performance
- Audio Impact: 336,000
Competition & Digital
- Competition Page View: 5,045
- Total Entries: 2,456
Social Media (Greatest Hits Radio)
- Impression: 30,714
- Click-Through Rate: 15.84%
Social Media (Hits Radio)
- Impression: 32,456
- Click-Through Rate: 15.09%
A combined social reach of over 37,000 people and a click-through rate consistently above 15% , more than five times the industry average for social media advertising , underscores just how well the campaign resonated with its audience.
Summary
This campaign demonstrates what radio advertising does better than almost any other channel: it builds genuine emotional connection at scale, within a trusted local context.
By partnering with Bauer Media, the brand achieved:
- Massive regional audio reach (336,000 impacts, 86,000 listeners)
- Exceptional digital engagement (2,456 entries, 5,045 page views)
- Outstanding social performance (15%+ CTR across both stations)
The result was a campaign that felt as good as it performed and one that positioned Coventry Building Society as a brand that genuinely invests in its community.
Could your brand be part of the next big local moment? Talk to the Hits Radio Advertising team to find out.