Mumbai : In a bid to further enhance the ideology of its ‘City First Aap First’ campaign, Radio City has launched the first ever loyalty programme by any media house in the country, for its consumers. Titled ‘City First’, Radio City 91.1 FM has set a new benchmark of being a pioneering media brand which reaches out to a millions of listeners who connect with the brand on a daily basis. The brand will engage, gratify and celebrate loyal listeners.
‘City First’ loyalty programme registration open from the 6th October for anyone who participates in a contest or sends an SMS to Radio City or gives a missed calls, or interacts through IVRS or On- Ground. The journey begins with the first interaction though any of these mediums with Radio City which act as a gateway to the ‘City First’ loyalty programme. Subsequently, every time a listener sends in an SMS to Radio City, points get added to their mobile number making them eligible for the various forms of gratification.The mobile number acts as the interface and the points can be redeemed at Radio City offices.
Talking about the breakthough innovation, Apurva Purohit, CEO, Radio City 91.1 FM said, “Radio City has always attributed its success to its listeners. They are the driving force for us. To celebrate their continued loyalty, we launched our ‘City First Aap First’ initiative and have now introduced a new dimension, bringing into play the ‘Loyalty Programme’ with ‘City First’. While the idea is to gratify listeners, who engage with the brand on a daily basis, with great offers and gifts and make every SMS they send count, the larger objective is to talk to the listeners and interact with them. I believe the loyalty programme will mark the beginning of a new era of interactivity between broadcaster and consumers.”
The gratification in term of points is based on the level of participation. For instance, if a listener has sent 3 SMSs to which the cost he incurred was Rs 9, the gratification in form of points will be 12. Similarly, if the cost incurred was Rs. 60 or 120, the gratification in the form of points will be 75 and 150 respectively. Listeners can send upto 40 SMS per month and points redeemed in a 3 month window. The points enable consumers to win rewards like talk time, shopping vouchers, movie vouchers, meal vouchers, concert tickets, interaction with their favourite jocks and opportunity to meet their favourite celebs etc.