BBC Radio Five Live is launching a multimedia campaign to boost
declining audience numbers emphasising the diversity of its news and
discussion programming.
Abbott Mead Vickers BBDO has produced the TV, poster and press
initiative under the theme "Ear Catching Radio".
This is underscored in print advertising showing different kinds of
radios, one of which has a button labelled "involvement" while another
has a display panel showing the word "bite".
The campaign is being spearheaded by two ads. In the first 40-second
spot, the station's appeal is illustrated by a restaurant parking
attendant who sits transfixed in a customer's car while listening to
coverage of the Stephen Lawrence murder case.
The second, a 20-second execution, takes a more light-hearted approach
featuring a man who falls off a running machine while gripped by the
coverage of England's 5-1 victory over Germany in the recent World Cup
qualifier.
The campaign was written by Laurence Quinn and art directed by Mark
Norcutt and will run across BBC TV channels. Media for the 48- and
98-sheet poster, bus rears and regional press advertising is being
bought by PHD.
TV production is through BBC Creative Services.
