RADIO 4 - NIGHT SKY

ClientBBC RADIO 4
Category A03. Online: Fiction & Non-Fiction
TitleRADIO 4 - NIGHT SKY
Product/ServiceRADIO 4
Entrant BBC London, UNITED KINGDOM
Idea Creation BBC CREATIVE LONDON, UNITED KINGDOM
Credits
Name Company Position
Aidan McClure BBC Creative ECD
Laurent Simon BBC Creative ECD
Susan Ayton BBC Creative Creative Director
Sarah Beatty BBC Creative Creative
Andy Parkman BBC Creative Creative
Sarah Wadey BBC Creative Senior Producer
Phil Fiskey BBC Creative Director
Ben Davidson BBC Creative Production Manager
Lewis J CLark BBC Creative Sound Design

The Campaign

The idea was to show how listening to Radio 4 could help people see the world differently. (It is not insular, but looks outwards to find new ways of looking at things.) We did this with 3 tv trails, which could make people think differently within the 30 seconds they watched. We did this by presenting them with an image which gradually changed its meaning as the audio played.

Creative Execution

These 3 trailers played out on TV across the BBC Channels, on Facebook and twitter from October 2016 until January 2017, when they will be updated by 3 more stories from different Radio 4 shows. It is a campaign that’s being updated in stages to guide people to various content throughout the year.

‘Thanks to scheduling, we reached 4.2m ABC1 35-54 year olds, our target audience, in one instance, and planned to reach 50% of all 35-54year olds by the end of the trails run.’

This was to promote Radio 4 the brand and its range of programmes.

We used real stories and authentic voices- not the middle class accents you might expect, but real people that the audience could relate to. We listened to lots of Radio 4 archive and picked out the most interesting real stories from the content and re-scripted them so the twist came at the end. We then got these contributors back in to voice our 30 second trails. We filmed scenes that were almost like a moving photograph- their stillness offered something different in the noisy tv junctions- a chance to listen and reflect. The sound design was atmospheric to reflect the stories being told.