BBC Radio 3 will try to attract new audiences with a cinema and
online campaign called "three your mind".
The performance poet Benjamin Zephaniah stars in a 60-second cinema ad
created by Duckworth Finn Grubb Waters. This is the first major campaign
the agency has produced for the BBC since winning a place on its roster,
alongside Abbott Mead Vickers BBDO and Fallon, at the end of last
The campaign aims to tell new audiences about the range of live music
and speech programmes broadcast by the network as Zephaniah journeys
through a variety of different cultural experiences. He asks viewers:
"How do you know if your culture is best for you. Sample it, and then
decide - try everything."
Radio 3 claims it still has "unrivalled commitment" to its core offering
of live classical music but wishes to promote the fact that it also
broadcasts jazz and world music alongside cultural debate and
The ad, which will be aired at showings of films such as Moulin Rouge
from 28 September, includes scenes filmed at the Proms and at the Radio
3-sponsored WOMAD world music festival to reflect the diversity of its
The commercial will be backed by stings on BBC TV and a radio and an
The BBC Radio 3 marketing manager, Chris Travers, said: "This is a brand
campaign that targets a potentially new audience whose boundaries are
not determined by demographic factors or particular music genres."
But the campaign has a tough task if Radio 3, with its two million
listeners a week, is to narrow the audience share gap between it and its
rival, Classic FM, which draws 6.2 million listeners a week.
As part of its quest to transform its reputation from fusty classical
radio station to a more exciting, diverse cultural channel, Radio 3 has
signed new DJs including the former Radio 1 DJAndy Kershaw.
Several new shows - including Late Junction and the alternative rock
music show Mixing It - have also been introduced since the appointment
in November 1998 of the station's controller, Roger Wright.
He was given the task of overhauling Radio 3.
Commenting on the new campaign, Wright said: "We need to communicate
that we've enriched the menu at Radio 3 and this film is an imaginative
way of doing so."
The campaign was written by Brendan Wilkins and art directed by Paul
Hancock. The film was directed by Michael Geoghegan and produced
in-house at the BBC for Creative Services by John Golley. Media buying
and planning is by PHD.