This individual and quirky campaign really captured the judges' imagination. It was straightforward, gentle, humorous and very catchy. It encouraged global thinking but local action- a strong message lightly communicated and above all, the trails subtly induced a real feelgood factor towards the station.
A simple idea, brilliantly delivered with huge potential as a long running campaign. The production was captivating and imaginative, fitting well to the station sound and yet with a real stand-out factor. The sense of drama was perfectly balanced by humour, and the judges were particularly impressed with its delivery of a bread-and-butter commercial radio promo vehicle, achieved with great panache.
The on-air promotion for India Rising was evocative and haunting and really encouraged an appointment to listen. It cleverlyleft questions hanging which made the listener keen to learn more and therefore tune in to the series.
This was a well organised campaign across BBC radio whichachieved high impact and tangible results with well written trails, perfectly targeted to their respective audiences.
This was a high energy campaign, with slickly produced trails which gave a real sense of excitement about the live events the station was covering both on air and online.