I quite like Radio 1’s new promo trail series – ‘Seize Summer’. Now showing on TV and YouTube pre-rolls etc.
I think brand campaigns like this are a difficult sell for a Public Service Broadcaster. It’s easy to mark them as unnecessary as surely everyone knows about Radio 1 as it is. I don’t entirely disagree, but I think for stations that continually have to renew themselves to attract a young audience it is something that’s important to do.
Also, I think so much of Radio 1’s positioning is around ‘new music’ that actually that can be seen as a negative for some of the audience. Not all young people are into ‘new music’ they’d rather you just banged out 5SOS and The Vamps. Now, that isn’t Radio 1’s job, so something like this reminds them Radio 1 is also the home of fun, for people like them.
The creative is that Radio 1 asked listeners to tweet in suggesting ways they could “Seize Summer”, they then brought it to live.
Behind the scenes:
An example of the execution: