Radio 3 Invites Public to Discover Classical Music

Last year, the BBC briefed roster agency Karmarama, to build a campaign for the home of classical music, BBC Radio 3, the distinctive broadcaster of more live classical music than any other organisation in the world.

The brief to Karmarama was to introduce new listeners to the unique world of classical music available on Radio 3. Through programmes such as ‘Live in Concert’ and ‘Composer of the Week’, the station offers the audience a distinctive experience of classical music without a playlist, with a range that covers everything from well-known classics to over 20 premieres of contemporary compositions every year, over 600 full length concerts and 90 operas a year and with presenters and contributors who provide expert context on their musical choices. It’s an approach encapsulated in the campaign line, ‘Discover classical music in Radio 3 dimensions.’

David Dunn, Head of Marketing for BBC Radio 3 and Classical Music, said: “Our ambition for this campaign is to connect with audiences who are passionate about music but have not yet discovered BBC Radio 3. We hope the beautifully realised music journey provides an enticing invitation to sample the station and enjoy classical music in 3 Dimensions”.

The launch TV trail moves from the 2-Dimensional world of a musical score through to a 3-Dimensional landscape that’s filled with life and beauty of waterfalls, leaping koi carp, wonderful plant-like instruments, a forest teeming with orchestral players and a composer version of Mount Rushmore. All this builds to a magnificent ending as Pegasus guides us to a music mountain inhabited by instruments. Making use of stunning illustration and animation it encapsulates Radio 3’s ambition to bring classical music to life in multi-dimensions through radio, live events and providing further context to classical works.  

David Buonaguidi, Chief Creative officer at Karmarama, said: “With the wonderful skills of director Pete Candeland, the team have created a beautiful piece of work that really captures the excitement and passion that classical music and BBC Radio 3 creates. It is both thought-provoking and entertaining, whilst answering the key challenge of a brief like this, in appealing to heartland classical music fans and new audiences alike.”

Karmarama were also responsible for developing the visual identity for the station that will be used across digital, events and comms.

The launch TV ad was directed by Pete Candeland and produced with Red Bee.

Credits

Project Name: Discover classical music Radio 3 dimensions

Client Name:  David Dunn

Job title: Head of Marketing, BBC Radio 3, Classical Music and BBC Playlister

Creative Agency: Karmarama

Creative Team: Simon Connor and Stephen Cross

Creative Director: Dave Buonaguidi

Planner (Creative Agency): Matt Sadler

Account Director (Creative Agency): Harriet Belsey

Director: Pete Candeland

Production Company: Red Bee Media

Production Producer: Deborah Stewart

Music Editor: Munzie Thind, Grand Central

Sound Engineer: Munzie Thind, Grand Central

Exposure: BBC Comms