BBC Promo, Case study STEP INTO OUR WORLD by Red Bee Media

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United Kingdom
Agency Red Bee Media
Creative Director Anton Ezer
Producer Trine Johnson
Released April 2009

Credits & Description

Category: Publications & Media
Advertiser: BBC RADIO 3
Product/Service: RADIO STATION
Date of First Appearance: Apr 14 2009 12:00AM
Entrant Company: RED BEE MEDIA, London, UNITED KINGDOM
Creative Director: Anton Ezer (Red Bee Media)
Producer: Trine Johnson (Red Bee Media)
Account Director: Clare Oldaker (Red Bee Media)
Media placement: TV Campaign - 3 Spots - BBC Media - 14/04/2009

Results and Effectiveness
A panel of 8,000 people found the trail effective: Qualitative research confirmed that the campaign shifted perceptions of BBC Radio 3 5 times as many people wanted to listen to Handel on Radio 3 after watching ad; listened to Radio 3 before seeing ad. 36% as opposed to 7% - a 514% increase TV trails were aimed to appeal to younger audience (35+); resulting in nearly 7 times as many 35-44 year-olds 69% agreed “Radio 3 is accessible” after watching the trail

Creative Execution
Our strategy was to take down the no-entry signs by taking the music out to the people. Soundspots enabled us to go to public spaces and surprise people with unexpected encounters with a little classical music in their day. As well as experiential activity targeting music-lovers, we captured reactions to build a campaign showing the music could be dipped into as a different, interesting alternative to the mundane day to day. Audio Spotlight technology creates sound beams using a narrow beam of ultrasound as a virtual sound source, now Radio 3 are using it to ensnare new listeners. We took the soundspots to the foyer of the Royal Albert Hall at the Proms as an ambient installation to bring Radio 3 to a wider audience. This is also taking place with the BBC Philharmonic in Manchester currently until June this year.

Insights, Strategy & the Idea
The challenge was to get new audiences to try Radio 3 by framing the music of Handel, Mendelssohn, Haydn and Purcell in a more contemporary lens. We hoped to move the perception of Radio 3 from daunting and overlooked to inviting and interesting and to overcome people’s preconceptions of classical music and BBC Radio 3 as being elitist. Our strategy was to take down the no-entry signs by taking the music out to the people.