• The Drum, Wednesday, May 9, 2012 3 AM

Orion Media is using a dancing hamster to launch its new Midlands station Free Radio. Free was officially launched last month following the amalgamation of four Orion radio stations - brmb, Beacon, Mercia and Wyvern - under one new unified brand. Along with the TV advert created by Midlands agency Connect, the £1 million launch campaign also includes outdoor advertising, social media and events that will aim to draw new audiences from across the West Midlands region. Connect worked with Hanrahan Film Productions and CGI company Framestore to bring its script to life.

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