BBC Radio 3
Audiences associated BBC Radio 3 with classical music but the station had an awareness issue around it’s championing of experimental and avant-garde music and spoken word performance.
To celebrate their 70th anniversary we commissioned three artists at the forefront of innovation and artistry; Matthew Herbert, Soweto Kinch and Alice Oswald. Their performances were brought to life with contrasting, cinematic and premium ads, forcing the audience to reappraise expectations of the channel. But we also developed companion films, longer editorial content featuring presenters from the channel which analysed and brought context to the works, driving audiences back to the schedule.
The campaign rose the listenership to 2.2 million listeners per week, the highest audience in five years, and was recognised by GEMA Awards with golds in both best use of direction, and best channel spot or campaign.
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Audiences associated BBC Radio 3 with classical music but the station had an awareness issue around it’s championing of experimental and avant-garde music and spoken word performance.
To celebrate their 70th anniversary we commissioned three artists at the forefront of innovation and artistry; Matthew Herbert, Soweto Kinch and Alice Oswald. Their performances were brought to life with contrasting, cinematic and premium ads, forcing the audience to reappraise expectations of the channel. But we also developed companion films, longer editorial content featuring presenters from the channel which analysed and brought context to the works, driving audiences back to the schedule.
The campaign rose the listenership to 2.2 million listeners per week, the highest audience in five years, and was recognised by GEMA Awards with golds in both best use of direction, and best channel spot or campaign.
Scroll down ↓
TV
Matthew Herbert
Matthew Herbert
Content
Tom Service on
Matthew Herbert
Tom Service on
Matthew Herbert
TV
Soweto Kinch
Soweto Kinch
Content
Emma Smith on
Soweto Kinch
Emma Smith on
Soweto Kinch
TV
Alice Oswald
Alice Oswald
Content
Ian McMillan on
Alice Oswald
Ian McMillan on
Alice Oswald