Pages Navigation Menu

Ideas and technique to help you promote and image radio

Global Radio presenters star in BT campaign

Posted by on 1 May 2015

Mark Wright working

Presenters from across the Global Radio stable of brands parody the process of making a radio ad in the latest BT advertising campaign.

The huge number of station-specific radio spots turbo-boost BT’s current “Behind the Scenes” campaign. You may have seen the tv ads which star actor Ewan McGregor and footballers Robin Van Persie and Alex Oxlade-Chamberlain.

The proposition is that BT offers ‘BIG entertainment for tiny prices’ with no need for big hollywood stars, stunts and special effects and Global Radio has brought the concept to life across all their radio brands and their DAX network using popular station talent.

Listen below to the 22 different spots. Each one features a Global Radio presenter in a set-up that demonstrates how BT’s offer requires no bells and whistles.

The use of popular and familar talent means the ads can draw on listeners’ knowledge of their favourite presenters and immediately feel closer to the advertiser.

kate-garraway-smooth

For example, Capital’s Evening Show presenter Marvin Humes links to his boyband experience, Heart’s Mark Wright’s draws on his Club Classics Show and his good looks while LBC’s Iain Dale links to his Drivetime Show.

XFM’s John Kennedy makes the most of his new music credentials and Capital XTRA’s Tim Westwood voices his spot around a Tim Westwood Soundboard!

DAX

The spots also run on Global’s DAX network which lets advertisers reach audiences via on-demand music streaming and audio sharing platforms.

The DAX spots are voiced by well known industry voiceovers – Brian Blessed, Peter Dickson and Marcus Bentley.

David James, BT Consumer Marketing Director, says:

BT is very excited to be launching its new marketing campaign. It follows our previous hugely popular campaigns, including Adam and Jane’s love story as well as the flatmates. The public got to know these characters and took them into their hearts. We are confident that they will do the same with our new host of intriguing characters.

BT has an extremely attractive TV and Broadband offer for consumers and we wanted to introduce these to the public, in an entertaining and unique way. We have stuck with the humorous nature of our previous marketing campaigns which have proved so popular.”

The campaign was created by AMV BBDO and Global Creative. Media was bought by Maxus.