We set up some hidden cameras at a self service checkout at an Asda supermarket in London, connected them up with a direct video link to Jamie Theakston and Emma Bunton in the Heart London studio and set about finding out what would happen when we challenged unsuspecting shoppers to sing us a Christmas song.

The strength of the concept was in its ability to reach our listeners across all of the platforms that they love to consume every day. It was an on-air audio concept that translated just as brilliantly in a video space, a video concept that worked amazingly when it appeared in the social newsfeeds of our listeners.

It’s a strong example of what a radio feature should look like today – not confined to one platform but able to engage with its audience wherever they happen to be.