| Title | RADIO 4 - BODY |
| Brand | BBC RADIO 4 |
| Product/Service | RADIO 4 |
| Category |
A03. Online: Fiction & Non-Fiction |
|
Entrant
|
BBC London, UNITED KINGDOM
|
|
Idea Creation
|
BBC CREATIVE LONDON, UNITED KINGDOM
|
Credits
| Aidan McClure |
BBC Creative |
ECD |
| Laurent Simon |
BBC Creative |
ECD |
| Susan Ayton |
BBC Creative |
Creative Director |
| Sarah Beatty |
BBC Creative |
Creative |
| Andy Parkman |
BBC Creative |
Creative |
| Sarah Wadey |
BBC Creative |
Senior Producer |
| Phil Fiskey |
BBC Creative |
Director |
| Ben Davidson |
BBC Creative |
Production Manager |
| Lewis J CLark |
BBC Creative |
Sound Design |
The Campaign
The idea was to show how listening to Radio 4 could help people see the world differently. (It is not insular, but looks outwards to find new ways of looking at things.) We did this with 3 tv trails, which could make people think differently within the 30 seconds they watched. We did this by presenting them with an image which gradually changed its meaning as the audio played.
Creative Execution
These 3 trailers played out on TV across the BBC Channels, on Facebook and twitter from October 2016 until January 2017, when they will be updated by 3 more stories from different Radio 4 shows. It is a campaign that’s being updated in stages to guide people to various content throughout the year.
‘Thanks to scheduling, we reached 4.2m ABC1 35-54 year olds, our target audience, in one instance, and planned to reach 50% of all 35-54year olds by the end of the trails run.’
This was to promote Radio 4 the brand and its range of programmes.
We used real stories and authentic voices- not the middle class accents you might expect, but real people that the audience could relate to. We listened to lots of Radio 4 archive and picked out the most interesting real stories from the content and re-scripted them so the twist came at the end. We then got these contributors back in to voice our 30 second trails. We filmed scenes that were almost like a moving photograph- their stillness offered something different in the noisy tv junctions- a chance to listen and reflect. The sound design was atmospheric to reflect the stories being told.