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BBC Radio 5 live launches same-day TV marketing campaign

Posted by on 21 March 2011

The team at BBC Radio 5 Live are to launch a new range of television ads, which have been labelled as an industry first. The ads will be created on the same day to reflect the “dynamic” way that BBC 5 Live delivers its daily news and sport shows.


BBC Radio 5 Live Studio

A small production team will be based in the station’s studios, capturing the best on-air moments as the day unfolds. This is to push their creative comms as ‘straight to the heart of things’ – sounds very commercial radio to me!

An advertising trail will then be filmed, edited, colour graded, sound edited and aired the same evening across BBC TV. Ads will created by Rainey Kelly Campbell Roalfe/Y&R.

The BBC say the creative is designed to showcase the diverse output of the channel, which broadcasts news, sport and topical issues nationwide. The campaign will develop weekly.

The television spots, which the agency claims are an “executional” first, will be supported by on air radio activity.

Ann Farragher, head of marketing for BBC Radio 5 live, commented: “The sheer range of things 5 live covers expertly everyday is staggering. The way we interact with our audience is unique. And we manage to have fun along the way. We want to try and capture a small part of that and show it off to a big audience.”

There’s an industry argument at large whether it’s right for the BBC Radio Networks to have the power of BBC television at their disposable. Could they use the power and scale available to promote their more bespoke and unusual programming on offer from the Beeb, rather than a service which is replicated in the commercial radio sector. (talkSPORT?)

News of the agency’s appointment to this campaign comes shortly after the BBC hired both Rainey Kelly Campbell Roalfe/Y&R and Karmarama for its £20m advertising account.

The ads will commence from today (21st March 2011)

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Image Source: BBC