BBC pushes its DAB portfolio of stations with Fallon ad drive

The BBC is launching a new campaign, created by Fallon, to promote its portfolio of digital radio stations.

The TV, radio, poster and online work continues the light-hearted theme from the first campaign: the surprising lengths that people will go to to listen to BBC digital radio.

A poster will kick off the campaign this weekend, with TV, radio and online breaking the following Saturday.

It is the first time the BBC has devoted a poster campaign to advertising its five digital stations: 1Xtra, BBC 7, Five Live Sports Extra, 6 Music and the Asian Network.

One of the poster executions features a man who has been fired from his job so he can stay at home and listen to BBC 6 Music.

In one of the five TV spots, called "meal", a couple in a restaurant find time for their favourite station by having all their courses loaded on to a single plate. The endline reads: "Eating all three courses at once. Time saved: 30 minutes. Make time for digital radio. Five new stations from the BBC."

The ads were written by Andy McLeod and art directed by Richard Flintham.

The TV executions were directed by Jorn Haagen through BBC Broadcast.

Rachell Fox, the BBC radio and music interactive liaison manager, said: "The first campaign certainly had impact - awareness of DAB digital radio now stands at around 45 per cent of the UK population and we hope to build on that in the run-up to Christmas."

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