BBC Promo, Case study 2DAY 2012 by Y&R London

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2DAY 2012

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United Kingdom
Agency Y&R London
Executive Creative Director Toby Talbot
Released April 2013

Credits & Description

Advertiser: BBC
Agency: RKCR Y&R
Category: Best Use of Special Events and Stunt/Live Advertising
Advertising campaign: 2DAY 2012
Director Of Photography: Denzil Armour-Brown (Red Bee Media)
Anthony Dickenson: Director (Red Bee Media)
Board Creative : Paul Angus (RKCR Y&R)
Project Manager: Paul Coward (Red Bee Media)
Board Creative : Paul Angus (RKCR Y&R)
Offline Editor: Sam Rice Edwards (Assembly Rooms)
Director of Photography: Denzil Armour-Brown (Red Bee Media)
Account Director: Graham Smith (RKCR Y&R)
Account Executive: Jess Lehmann (RKCR Y&R)
Caroline Hicks: Producer (Red Bee Media)
Offline Editor: Sam Rice Edwards (Assembly Rooms)
Board Creative : Ted Heath (RKCR Y&R)
Executive Creative Director: Toby Talbot (RKCR Y&R)
Anthony Dickenson: Director (Red Bee Media)
Account Director: Graham Smith (RKCR Y&R)
Account Executive: Jess Lehmann (RKCR Y&R)
Project Manager: Paul Coward (Red Bee Media)
Caroline Hicks: Producer (Red Bee Media)
Board Creative: Ted Heath (RKCR Y&R)
Executive Creative Director: Toby Talbot (RKCR Y&R)

Execution
The key media asset was the 12 hours of programming on Radio 2. However, we wanted to extend its impact by supporting the event before and after it aired. The final media plan was shaped in 3 phases:Phase 1: Build excitement using media with scale: TV and outdoor big screens.Phase 2: Create content by taking over Radio 2 for a day and posting even more content online.Phase 3: Create a legacy, again using media with scale - in this case TV. Because people could truly engage with this idea, listeners and presenters continued to talk about it and recommend the 2Day content online using social media.

Effectiveness
Objective 1: Make people aware of the huge range of content available on Radio 2•96% of those who listened to 2Day agreed that ‘Radio 2 has a broad range of music’Objective 2: Encourage people to listen/watch more Radio 2 content via their radio or online•Daily Radio 2 website reach increased 89% (week-on-week)•< 500,000 requests for 2Day audio/video content online•79% of listeners agreed it was a good thing for Radio 2 to do.•66% claimed it was a nice change from the schedule.•6% increase in Radio 2 Facebook and Twitter followers.•#Radio2Day trended worldwide on Twitter.

Strategy
Radio: one of the most habitual channels out there. Outside set routines it’s very unlikely that we’ll think to tune in. So, in order to fulfill its remit as a public service broadcaster, Radio 2 asked us to make people aware of the diverse range of programming it offers. The truth that unlocked this brief is people will always seek out great content. So, instead of telling people in a 30” radio ad about Radio 2’s eclectic range of broadcasting, we turned the medium into the media and turned the whole schedule into one continuous, 12-hour long, commercial.This unique broadcasting event was called ‘2Day’: all of Radio 2 in one day. 12 hours of broadcasting, that when people tuned in for what they normally listened to, they got something completely new instead. Previously niche specialist shows introduced themselves to primetime audiences and, after the initial surprise, they loved them.