The competition involves callers answering general knowledge questions over 60 seconds for the chance to win a new Ford Focus supplied by Arnold Clark. Callers will receive £50 just for attempting questions and can earn £10 for each time they remain the leaderboard leader. The top 5 leaderboard positions will compete in a final question to estimate the distance between locations for the chance to win the car. The competition aims to promote Arnold Clark and encourage listeners while being accessible to the target demographic.

1. Station: Heart FM (Scotland)

2. Programme: Breakfast/Drive
Station Target Demographic: Female aged 30 - Two types:
Type A: Married/partnered, children, Part Time work.
Type B: Single, Living life, not ready to settle, working.
Station Style: Warm, Inviting, inclusive, lively.
Brief Target Demographic: 18 + Drivers mainly 25 – 54
Caution:
Must not alienate non target specific audience. Audience also comprises male listeners plus
ages either side of Station target demographic age group.
Competition:
Design a competition to run over a 14 day period which will give away a brand new, 64 plate
medium range car on day 15. Car is supplied by Arnold Clark who must be prominent in the
competition. A budget of £500 per day is available as duration prizes.
Produce:
A fully detailed written brief covering ALL aspects of the competition.
30 Second trail
Timescale:
Completed work to be submitted by Friday October 10th.
The Competition

3. Identifying needs.
The competition must:
● Encourage Heart listeners to THINK and ultimately CHOOSE Arnold Clark when
they are considering the new 14 plate
● Encourage bookings in 2014 for the new registration
● Increase in pre-orders
● Encourage people to listen to Heart Scotland.
● Encourage participation and interaction with the station.
● Encourage access to off air content eg Heart Scotland website.
● Promote discussion within workplace, home etc.
● Be accessible to Station target demographic without alienating other listeners.
The Main Prize.
Ford Focus - The UK’s Top selling Medium Range Family Car.
Source: honestjohn.co.uk
Prize supplied by Arnold Clark
The Arnold Clark Auto Accumulator

4. This Competition can be run on the breakfast show, the drive show or both, dependent on
Station requirements and time constraints. My suggestion is that for maximum impact, the
competition be run over both shows.
Entry
When a potential entrant hears the “Cue to call” the listener must phone in. The first thing a
listener must say is “Arnold Clark puts the Heart into driving”. This both emphasises the
Arnold Clark brand name and the Heart brand. It also imprints on the brain both brands as
important, as failure to comply will negate the entrant from the competition at this attempt.
Competition.
This is a quiz, contestants will be asked questions over a 60 second period, the questions will
be set to test general knowledge, current affairs, celebrity and history. 1000 questions will be
available and questions will be asked at random. Contestant answers will not be confirmed as
correct or incorrect until the expiration of the 60 second period. At the end of 60 seconds the
contestant will be told what position they now hold on the leaderboard. Contestants may enter
as many times as they wish via the phone line in order to gain the top position, contestants to be
selected randomly from those attempting to enter.
Winning.
Every successful listener that gets through to the competition and attempts the questions will be
awarded a prize of £50 just for taking part.
For each instance of the competition that a contestant remains at the top of the leaderboard, the
contestant will be awarded £10, eg, if the competition is run 6 times in one day, and the top
player on the leaderboard remains static, that contestant will be awarded a total of £60. Said
contestant remains leader over the whole competition unless toppled.
The entry prize of £50 can be awarded immediately via whatever process Global has in place
for doing so. All other prizes will be held until the culmination of the competition.
The Final.
The finalists will be the leaderboard leader and those in position 2, 3, 4 and 5.
The final will consist of one question. All finalists will be asked:
You are driving YOUR brand new ARNOLD CLARK Ford Focus, using main routes, If you were
to drive from the Heart FM studios to Edinburgh Castle, then to Inverness Airport, then to
George Square Glasgow and then back to the Heart FM Studio, what do you estimate the total
distance travelled would be?
Answer = 382.6 Miles according to Google Maps.

5. The person giving the answer that is closest to the correct answer, without going over/higher is
the winner. Each contestant will be given only 15 seconds to answer. If no answer given,
contestant is eliminated.
Website.
Full competition details to be published on the Heart FM website with complementary additions
to the Arnold Clark website (If this possible for just the Scottish Arnold Clark sites)
A selection of “trial” questions should also be published.
The leaderboard is to be published.
Scripts.
30 Second trail - Audio Supplied
The Arnold Clark Auto Accumulator.
Arnold Clark and Heart Scotland are giving YOU the chance to drive away in a brand new 64
plate Ford Focus. To win this stunning prize simply answer as many questions as you can in 60
seconds. We will even give you £50 just for answering the questions!! Listen for the Cue To
Call!
Visit your nearest Arnold Clark showroom or arnold clark dot com for reserve your 64 plate car.
Arnold Clark putting the HEART back into driving
Suggested Script - Cue To Call.
The Arnold Clark Auto Accumulator. Call NOW! for your chance to win a brand new 64 plate For
Focus! Arnold Clark, putting the HEART back into driving
Suggested Script - On Air Script.
When you hear the cue to call, phone in and say “ARNOLD CLARK PUTS THE HEART INTO
DRIVING” if you are selected at random, I will give you £50 just for attempting the questions, so,
listen out for the cue to call in this hour, to win the chance drive away in that brand new Arnold
Clark Ford Focus, remember, Arnold clark puts the Heart into driving.
Does this competition fulfil the needs?
Encourage Heart listeners to THINK and ultimately CHOOSE Arnold Clark when they are
considering the new 14 plate
Yes. Arnold Clark is prominent in the audio and the on air scripting.

6. Encourage bookings in 2014 for the new registration
Increase in pre-orders
Yes. This is prominent in the audio and the on air scripting.
Encourage people to listen to Heart Scotland.
Yes, a potential prize of value will encourage listeners to continue to tune in, and has the
potential to encourage new listeners.
Encourage participation and interaction with the station.
Yes. Most people do not turn down the opportunity of something for nothing or very little, the
chance of winning a prize of a new car costing no more than the cost of a phone call can be
very tempting.
Encourage access to air content eg Heart Scotland website.
Yes, listeners must register details with Heart via website. This also give Heart potentially
valuable marketing information and can also determine if the station is reaching its target
demographic. Or in the event of non registration requirement, competition can be promoted on
site with all incorrect guesses etc listed.
.
Promote discussion within workplace, home etc.
Yes, people love to say they have been on the radio, plus entrants will no doubt encourage
other friends, family etc to take part. This could also potentially lead to a growth in listener
figures.
Be accessible to target demographic without alienating others listeners.
Yes. Prize is practical enough for Target demographic A, and sporty enough for target
demographic B and would be suitable for those either side of the target demographic.