Tomorrow sees the launch of the new industry digital radio campaign running on TV and radio which features the soul puppet D Love spreading the Christmas love for digital radio.
The Christmas campaign positions digital radio as the perfect Christmas present and starts on BBC TV tomorrow. The heavyweight campaign will appear on BBC TV stations including BBC One, BBC Two, BBC Three, BBC Four and BBC News. In addition the Christmas D Love radio campaign will run on BBC Radios 1, 2, 3, 4 and 5Live, many BBC local radio stations and on major commercial radio stations including Absolute Radio, Capital, Heart, Classic FM, Magic, Kiss, talkSPORT, Smooth and many digital-only stations. The campaign is also being supported by leading retailers such as John Lewis, Halfords and independent retailers who are stocking D Love digital radio guides.
The digital radio campaign featuring D Love has been created by leading advertising agency RKCR/Y&R, responsible for Marks & Spencer and Virgin Atlantic advertising. In the TV campaign, D Love encourages Clive to give his wife a digital radio for Christmas, saying that he “cannot romance a lady to the sounds of a toaster”, and pointing out that digital radio, with “its smooth sound quality and fine choice of stations will make her go weak at the knees.”
The D Love advertising campaign is part of a 2-year £10 million radio industry campaign overseen by Digital Radio UK that runs through to the Government switchover announcement later in 2013. You can take a look at the latest advert here:
16 million digital radios (includingDAB, Hybrid and Internet) have now been sold in the UK and digital radios are proving to be one of a handful of top performers in the consumer electronics category according to retail market research company GfK. They show that digital radio sales in the last quarter (Q3 2012) were up 11% year on year.
This major digital radio drive coincides with further improvements being made to digital radio coverage and the announcement of the launch of local digital radio services in 4 new regions. These new local DAB multiplexes are being launched by Arqiva with the support of Global and the BBC, and bring local DAB stations to an additional 1.5 million people for the first time. The first new local DAB region is Oxford which will be switched on later in December by Culture Minister Ed Vaizey.
The Minister has confirmed that he is planning to make a radio switchover announcement during 2013, and is encouraged by progress being made on digital listening and the fitting of digital radio in new cars.