Ammirati Puris Lintas has created a through-the-line campaign to
raise awareness of BBC Radio 4’s revamped schedule.
The campaign comprises 40-second TV trails, press ads, bus-backs and
direct marketing. Under the theme, ’See things differently on BBC Radio
4’, it aims to show that pictures are better in the imagination.
The four TV trails, which break on BBC terrestrial channels this week,
each feature a clip from a Radio 4 programme, including comedy, drama,
features, news and interviews. Each film focuses on the eyes of a
different listener and monitors their reactions to what they are
The direct mailing, which has been distributed through national
broadsheets, the Radio Times and to some 90,000 listeners who had
previously contacted Radio 4, comprises a fold-out envelope emblazoned
with the words: ’The news from BBC Radio 4 is that some of BBC Radio 4
The mailing is designed to inform listeners about the new schedule and
to introduce the station’s new brand identity and positioning.
The mailing contains a message from James Boyle, the controller of Radio
4, who explains the reasons for the changes. ’Last spring I began an
important review process by talking to the people who make BBC Radio 4
what it is ... this dialogue has led to the new schedule,’ he
The mailing includes a response element - listeners are asked to fill in
a questionnaire stating what they think about the new schedule, which is
printed in detail on the reverse side.
The direct mail campaign was created by APL’s creative director, direct
marketing, Tim Smith, and the copywriter, Simon Wood.