New £10m consumer advertising campaign for digital radio

This Saturday (3rd December) sees the airing of the first industry wide connected consumer campaign to promote digital radio.

The £10 million plus campaign developed by Digital Radio UK and the BBC, with 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.

The radio treatments begin Saturday to be followed by the first of two TV executions next Tuesday (6th December). The campaign uses the strapline: ‘If you love radio, let it live’ voiced by Life on Mars actor John Simm.

The first press ad launches on 10th December. The creative focuses 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 has been developed by 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 in spring, summer (focusing on the Olympics, the Euros and festivals) and Christmas.

The first phase of the campaign runs through to mid-2013 when the 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 the end of 2015.