To promote Radio 4 to under 30s
under 30s? THAT'S US!!
Radio 4...
We didn't know anything about it really, we knew it had The Archers. (snore)
Monotonous people talking about things we weren't interested in.
For old people.
Old fashioned.
When we questioned ourselves why we didn't listen, we came to the conclusion that we didn't know what was on it. How lazy is that?
The best thing to ever have been broadcast on Radio 4 was this :-
But alas, it is not.
So when do people listen to Radio 4?
We found that there are two types of people. Person number one will listen to it all the time, no matter what they are doing, it will be on.
Person number two treats it as a t.v. show and will happily take time out to listen.
So what are we doing instead of listening to Radio 4?
When we are busy working, we are listening to music (Spotify).
When we take time out, we often watch BBC iPlayer or 4OD.
The majority of entertainment services are ONLINE. It is quite rare for people our age to OWN a radio, let alone listen to it. The same goes for television. If video killed the radio star, then the youtube star killed the television.
So, our main objective is not to convince people to tune in their radios (they don't have one, there is no point), but to drag people away from these other forms of online entertainment and get them to embrace Radio 4 instead.
So we thought, hey lets check this out.
It's GREAT.
Our conclusion after a brief listen was that there is what you expect & more.
The Archers were there. As were all of the other programmes that made us form our initial opinion. But there was SO MUCH MORE.
So much interesting content that they never tell you about...? Fools.
There were lots of topics, but also new takes on those topics - something you wouldn't have expected to hear.
We found that the station combined informative content with entertainment, that was not only easy to listen to, but interesting & thought provoking as well.
So our next step was to check out their previous advertising.
This is advertising the science fiction season and is now banned because everyone is a lame arse.
It's perfect. Fuck. But we only realised that it was perfect after seeing what radio 4 was already about.
'Curious Minds' works because Radio 4 is for people who want to find out more about anything and everything. Curious people.
They want to utilise this knowledge for conversation, work, discussions, debate, to gain status (possibly). Or perhaps they are just...curious.
They are not people who settle for just knowing what every one else knows. They want to be ahead of the game & bring something new to the table.
Their thirst for knowledge is never quenched.
But we don't want to advertise to people who are already fans of Radio 4. What would be the point? Neither do we want to advertise to people who just WON'T ever listen to Radio 4 in a million years.
We want to target people who are on the verge of listening. People who should be, but for some reason are not.
Like us.
'Under 30's' is NOT a target market. We need to to target people like us, who have actively sought out further knowledge by staying in education for at least 6 years longer than we had to. People who go out of their way to look at blogs, watch documentaries and try to experience new... experiences.
So WHY don't we know the REAL Radio 4?
hmm?
Curious is not the best route, it would seem. We know we are curious people - but just telling us
'Radio 4 is for you' doesn't ignite this curious instinct. We haven't found it ourselves but have been told exactly where to go & exactly how to use it.
Curious people have a drive for the new, to go further, do better, be better.
They seek inspiration constantly.
They have AMBITION.
So if you told them this would provide all these things they would be interested and listen.
They think that it won't but if they GET to Radio 4 they will REALISE it has something that will interest everyone.
For example we went on it and thought we wouldn't find anything that would interest us, but we found loads of things that did, and not just from our field.
You will be inspired by things you wouldn't expect to be, which Radio 4 provides.
Where do we find these curious under 30s?
Facebook & Twitter - they want to know whats happening.
Blogs - they want to know what new exciting things people are doing/creating.
iPlayer & 4OD
SO WE GO TO THEM
When we were on Radio 4 we spent a lot of time listening to Desert Island Discs.
They get a celebrity in and get them to tell their life story and 8 tracks to accompany it.
It became apparent why we were especially drawn into this, it's because the people on it are at the top of their game. They are the/one of the best at what they do. They have succeeded.
They are where the target audience (US) want to be (under 30 - just starting or still working their way up)
You get to hear how they got to where they are (and where we want to be), what makes them tick, what interests them, what influenced them, what INSPIRED the INSPIRING, what mistakes they made, what chances they took, what music they like - are you similar? are they what you expected them to be like?
And you realise that they did it. It IS POSSIBLE. It makes you feel a bit better about yourself and reassures you that YOU CAN DO IT. you can be them.
So going with our thought if we just GET them to Radio 4 they will REALISE it has something that will interest them. We thought we should use desert island discs to draw people in - as it what kept us (target audience) there.
There are people from a WIDE variety of disciplines,
comedians, artists, chefs, musicians, TV personalities, actors, politicians, people in fashion, illustrators, professors, scientists, historians the list goes on and on.
Someone who is probably in the position you would dream of being in.
When listening it struck us that the person is not what you would expect them to be like in a lot of cases. It shows a different side to them. Exactly what we found radio 4 to do on the whole.
UNEXPECTED
We decided to take some of the stories and visualise them.
We wanted you to come away puzzled and curious.
WE WANT TO CAUSE INTRIGUE
WHAT THE FUCK WAS THAT... I must look at this website.
This is based on a Simon Cowells Desert Island Disc.
He said when he was little he held up a bus with a pea shooter.
We thought this was PURE and UNEXPECTED. It shows a different side to his on screen personality.
The theme tune - Mack the knife is one of his choices - again quite UNEXPECTED. He is on x-factor which generally churns out shit, yet he listens to, and is inspired by great music.
We want the extract of his voice from the show telling the story over the top.
Maybe the line is...
Where they started and where you're going
Where they came from and where you're going
Where they're from and where your heading
ambition.
It may even have a radio 4 production
or radio 4 presents at the start????
We want to mix film and illustration.
Film and illustrate the line.
We want it look like this... but blue/green tones.
Hopefully it also shows Radio 4 is actually funny.
Other outcomes were showing the story of Michael Eavis (the guy who runs Glastonbury).
He used to play 'Lola' by the kinks to his cows through an 8ft clay pipe he made whilst he milked them.
He also used to give out free milk to every attendee of Glastonbury.
We thought it would look hilarious to have cows tapping their hooves, swaying and squirting milk into buckets to lola...try it with the link, imagine it, sway with them and TELL us it's not GOLD.
We then thought...
what are we doing man.
It's focusing too much on just one element.
Radio 4 is about so much more than cows.
HownowRadiocow
People might think what the fuck.
Clive asked us" yeah but would I talk about it in the pub?"
And Tash in our class said "I'd go what the hell, go on the website and tell people about Simon Cowell pea shooting" - and she's our target audience, SOZ Clive
So we INTRIGUED her...
... but we dunno
Maybe it would drive you to the website? Is 'what the fuck' that's unexpected, enough in this case?
Should we advertise different shows, not just D.I.D?
So we went back to the start.
Radio 4 is full of inspiring stuff.
Exactly what our target audience is into.
Where are they looking for it...
Facebook & Twitter - they want to know whats happening.
Blogs & websites- they want to know what new exciting things people are doing/creating.
iPlayer & 4OD
BLOGS that's it. BLOGS.
what blogs do we go on?
what are the popular ones?
They are generally very VISUAL and show you new/interesting/inspiring stuff.
All you do is sift through pages of images until you see something you like. We are innately lazy. We want the inspiration to come to US. We want inspiration instantly.
With blogs you go to the same ones because you TRUST them. They have shown you stuff before you have liked and found inspiring, so you go back to it. It's like they are sifting through everything and hand-picking stuff they think you will find interesting. They are giving it to you on a plate...just what we want.
Blogs (after facebook, emails twitter) are part of our 'INTERNET ROUTINE'
Everytime we go online we look in the same places.
We want to make radio 4 part of this routine.
We want it to slot into their routine better than it currently stands, make it more accessible to them.
So we thought why not make a blog, separate to radio 4 that selects the cream of the crop. Just the best shows - from all categories, not just the ones you'd usually pick.
We want to create a trusted 'voice' or opinion. Somewhere you'd go as part of your 'inspiration' routine.
We thought if you showed them the 'cream' they may be intrigued to go to the website and find more stuff on their own
We want Radio 4 to be the starting point.
We want people to listen to things on it and if they find it interesting carry on looking at it.
provide further things for them to looks at, other blogs, places to go.
Radio 4 is currently trying to change to appeal to a younger generation.
OR make a separate place where our TA would go so it would slot into their routine.
Whilst researching R4 we found the website bit annoying and hard to use.
We're not saying they won't go on websites, but they won't trawl through the thousands of shows.
Hand it to them on a plate. A trusted plate.
A blog where is a new 'cream' post everyday.
ROUTINE
you listen to music when you travel to and from work/uni
when your doing work
on the internet
getting ready
hanging out
APP
Our target audience LOVE apps. You could download or access the stuff quickly on the go (as part of their routine). An app that gives you a show a day. To listen to on the way to work etc.(fits into your routine)
Radio 4 is inspiration in its rawest form. You have no pictures to go with it.
Why not put a picture to it?
Radio 4 already do...
but they are LAME. UNINSPIRING. GENERIC.
NOT what radio 4 is about.
The pictures should INSPIRE too.
Link up with blogs they already go on?
Itsnicethat?
Get new talent to of a piece of artwork to go with a show.
You may see an image you like and listen.
Or an image that says something else about the show that you wouldn't expect from the title or description and listen.
eg you could have a picture of Simon Cowell pea shooting you may listen.
People love sharing stuff. rating stuff.
link it to facebook and twitter
like and dislike things.
see what your mates are liking.
KEEP UP with them. better them.
If your mate 'likes' something you're more likely to check it out.
We could link it with spotify as it's where we wanted to target them, and get them away from.
The songs the guests on Desert Island discs choose would be put into playlists on spotify.
so you could listen to the playlist that inspired yours if it were for a musician.
You could also search the guests that had similar tastes in music to your playlists.
Because when we went on it we instantly went to things we thought would interest us and generally things within our field. However when we branched out and listened to things in other genres we were surprised that is was REALLY interesting and gave us something new to talk about.
http://www.guardian.co.uk/commentisfree/2011/feb/13/victoria-coren-radio4-russell-brand
It has to be visually inviting and intriguing
like its nice that (seen as we're teaming up with it)
its got look quite trendy/FRESH, but also practical
organise not just into catergories of subject, but also ones like 'most rated' 'funny' etc.
provide more information - links to blogs/websites about topic, info about person on show
like/dislike button - very important to us (TA)
can also see which of your friends like or dislike shows - VERY important (trusted opinions)
add to favourites
comment button
share - email facebook twitter
Shuffle button - shuffles shows - so you listen to shows and get inspired from other fields . VERY important
CLEAN
SIMPLE
WHITE
GREY
BLUE - radio 4
a bit QUIRKY
YOUNG
APP
same as website but simpler (not as many functions)
CUTE. so how do we ADVERTISE the blog and APP.
When are they going to listen to anything.
travel to and from work/uni
when your doing work
on the internet
getting ready
hanging out
SPARE TIME - Facebook & Twitter, Blogs, iPlayer & 4OD
but this is usually music (apart from iPlayer & 4OD)
We want to drag them away from music (Spotify), iPlayer & 4OD and make them tune in.
they are online. TARGET THEM ONLINE
spotify ads
banners ???? who even clicks on banners?
on the ads before programmes on iPlayer & 4OD - stop watching and tune into radio?
Facebook
Twitter
Popular, trusted blogs
what if radio 4 desert island discs put on a concert for a celebs playlist? or the nations playlist?
advertise at festivals - sponsored or had ads up or put on stalls/comfy quiet tents with head phones for quiet easy listening at a festival when you don't want to listen to people shout/slur
"YEAHHHH PARTYYYYYYYY" anymore.
too much about music maybe?
maybe we should think of a line first?
find inspiration in unexpected places
Be inspired
get inspired
inspiring
4inspiration
inspiradio - cute one
something to do with the pictures that go with the shows?
fly posters - changes each day - to do with that days show?
or just one strong image?
if you saw a radio 4 fly poster you'd be like what the? out of character for them
if you saw a radio 4 advert which was purely visual you'd be like huh??
WHY the FUCK would you tune into a programme that looks like that?
SORT IT.
this is fucking NICE
we are always looking for inspiration.
YOUR'E JUST LOOKING.
listen.
look for inspiration
LISTEN for inspiration
listen4inspiration
stop looking for inspiration. start listening.
looking in wrong places?
look somewhere else.
Inspiration is something that is new to you or reminds you of something else that triggers a thought or idea.
Is something that spurs you to do or think something
It's unique. What inspires you might not inspire others. It will inspire you you do or think something completely different to everyone else.
