The £10 million plus campaign, developed by Digital Radio UK and the BBC with award-winning agency Y&R/RKCR, is the start of a two-year drive to increase digital listening. The campaign will run across BBC TV and radio stations, commercial radio groups, the Guardian and Observer, Bauer magazines and online.
Brandrepublic have written a summary of the campaign – you can also play three of the radio ads on their site: http://www.brandrepublic.com/news/1107463/radio-industry-launches-let-live-digital-radio-campaign/
The radio executions launched on Saturday 3 December to be followed by the first of two TV executions on 6 December – BBC One at 9pm. The campaign uses a consistent endline; ‘If you love radio, let it live’ voiced by Life on Mars actor John Simm, and a new digital radio identity. The first press and online ads launched in the Guardian on Saturday 10 December.
The executions focus on how digital radio brings radio to life for listeners by providing additional stations, ease of tuning, track and artist listing and availability across all digital platforms. The new green digital radio ‘pulse’ logo (below) has been developed by leading brand identity agency Lambie-Nairn, and has been adopted by major manufacturers and retailers who will be using it in their own communications and point of sales materials.
The ‘Let it Live’ campaign will then be sustained through 2012 with three major phases of activity: spring; summer (focusing on the Olympics, the Euros and festivals); and Christmas. The first phase of the campaign runs through to mid-2013 when Government is expected to make a decision on digital radio switchover and to accelerate listening growth to help achieve a target of 50% of digital listening by end 2015. In Q3 2011, overall digital listening grew by 14% year on year to 28.2%, with DAB listening showing an 18% increase, and online listening up 32%. Almost 20% of new cars now come with digital radio as standard – up from 5% last year.
In the last few weeks we have seen the launch of digital-only services Absolute Radio 70s and Absolute Radio 60s, joining the recently-launched Smooth Xmas. The BBC will launch Radio Five Live Olympics Extra next year.
We’ve had great support for the campaign from the BBC, Bauer, GMG Radio and Arqiva; broadcasters supporting the campaign include UTV, Planet Rock, Absolute Radio, Jazz FM, BFBS, Gaydar, FunKids, UCB, French Radio London, TWR, Premier and Amazing Radio.
·Tim Davie, the BBC’s Director of Audio and Music, says: “The industry is working together to drive digital radio and, alongside agreeing a co-ordinated strategy, improving coverage and investing in new content, creating stronger, clearer promotion will play an important role in making sure listeners understand the benefits of digital radio.”
·Dee Ford, Group MD Radio, Bauer Media, said: “Bauer loves radio and is happy to support the cross-industry ‘Let it Live’ digital radio campaign. Digital will be a major part of all media consumption in the future and this campaign will focus on the additional benefits the platform will deliver.”
·Stuart Taylor, Managing Director of GMG Radio, says “There is now real momentum behind digital radio: this joined up campaign approach between broadcasters, radio manufacturers, vehicle manufacturers and retailers will rightly point to the excellent functionality, benefits and service enhancements that digital radio brings to the listener.”
The new industry postcode checker at getdigitalradio.com will also go live when the campaign launches. It will now provide predicted coverage at household level, rather than just postcode. It will include new coverage data, taking account of recent transmitter builds, and provide information about other digital radio platforms.
2012 is a big year for digital: the first truly digital Olympics, the completion of the digital TV switchover, and the coming of age of digital radio, with the first industry connected communications campaign, as well as more digital stations, more digital radios in-car and improved digital coverage.
News article from Jane Ostler, Communications Director, Digital Radio UK.
