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United Kingdom - Marketing - History

30.07.2018

Digital Radio UK is the organisation charged with overseeing the promotion of digital radio in the UK. Consumers and listeners can find out all about digital radio at www.getdigitalradio.com.

2018 Campaigns

Summer Campaign

Ads have been playing across commercial stations since the end of May, with trails also playing across BBC national and local stations for two weeks in June. The campaign has highlighted offers on DAB digital radios at UK retailers, promoted the summer’s great sports and music content, and communicated the many ways to listen to digital radio including smartphone and voice-controlled speaker.

Autumn Campaign

Autumn activity will have dedicated creative focusing on in-car upgrade to digital radio.

Northern Ireland promotion
Digital Radio UK is partnering with broadcasters and retailers in Northern Ireland to run a coordinated promotional campaign for digital radio including converting cars to digital. The campaign will focus on localised communications, including on-air ads, competitions and editorial; as well as retail point-of-sale. The project is based on the recent Surrey Car Conversion Pilot and will focus on digital radio devices for the home and car.

2017 Campaigns

Christmas Campaign

Digital Radio UK worked with the BBC to create the campaign which is focused on gifting and recalls the familiar poem ‘T’was the night before Christmas’ to reveal a ‘world of digital radio lay under the tree’. The campaign highlights the many ways to give the gift of digital radio such as connected and voice-controlled speakers, as well as a DAB digital radio, and the commercial activity also includes an in-car gifting message.  This phase of the campaign will play on commercial stations from 4 – 24 December, and across BBC stations from 11 – 24 December 2017. Listen to the campaign here.

2016 Campaigns

Summer Campaign

Digital Radio UK ran its biggest ever summer digital radio campaign to support the amazing summer of sport and music, kicking off 10 June. The campaign was on air running on BBC national and local stations and across major commercial radio stations. The campaign aim was to encourage listeners to get set for summer with digital radio and focuses on listening on the move, car conversion car and looking for the tick mark.

In car conversion phase of Summer campaign

  • The third and final burst of the digital radio Summer campaign, which is entirely dedicated to in car conversion messaging, launched 6 August across commercial stations.
  • There were two key executions, both highlighting that digital radio gives you more radio in your car, with a call to action to look for the digital radio tick and the availability of registered Tick Mark installers. There were versions created tailored for digital-only stations as well as all stations. Listen here.
  • This Summer’s campaign was the most extensive to date, with 8 weeks of activity in total across the months of May- August, with three phases timed to support key content highlights, including festivals, the Euros and the Olympics.
  • Chris Moyles ran a Pure Highway/Halfords promotion on his Radio X breakfast show on 5 August, 2016, giving away 10 devices plus a 50% discount for listeners who register via the Radio X website.

Get Set for Summer with Digital Radio

  • BBC - the BBC ran their biggest digital radio campaign to date across their national network of stations and BBC Local Radio – including BBC Radio 1, Radio 2, Radio 3, Radio 4, 4 Extra, Radio 5 live and 6 Music. The campaign theme was ‘Get set for Summer’ and focused on digital listening on the move and explaining the benefits of digital radio to non-listeners using the line ‘digital radio is better radio’.
  • BBC used leading station on air talent to voice the digital radio campaign with Clara Amfo on Radio 1, 1 Xtra  and  Asian Network,  Mark Radcliffe on  6 Music  and 4 Extra,  Arthur Smith and Sally Phillips on Radio 2, Radio 3 and Radio 4  plus BBC Local Radio and Nations, Helena Oldroyd  on BBC 5 live and 5 live sports extra.
  • Commercial Radio - the DRUK industry  ‘Get Set for Summer’ campaign was on air running across major commercial groups with an initial burst focusing on parallel themes to the BBC encouraging listeners to look for the digital tick when purchasing a digital radio and then a second major burst in July supporting car conversion and the tick mark installation scheme.

Father’s Day Campaign

  • Digital Radio UK ran a tactical burst of additional activity to support Father’s Day gifting with the message ‘get your Dad set for Summer this Father’s Day with digital radio’.

2015 Campaigns

  • A summer campaign started on 15 June and ran until 31 July with the theme of not missing out on the summer of music and sport, supported by a trade-up campaign for car radios (with a 20% discount on digital car radios).
  • The BBC will run a radio campaign across national and local stations during June focussing on more of the music and sport you love.
  • The first ever digital radio tick mark consumer campaign in the UK started in April 2015. The campaign on commercial radio featured the message ‘look for the tick if you are buying a radio for your car‘. There are 5 tick mark radio ads featuring Suzi Perry.
03.05.2018

Digital Radio UK is the organisation charged with overseeing the promotion of digital radio in the UK. Consumers and listeners can find out all about digital radio at www.getdigitalradio.com.

2017 Campaigns

Christmas Campaign

Digital Radio UK worked with the BBC to create the campaign which is focused on gifting and recalls the familiar poem ‘T’was the night before Christmas’ to reveal a ‘world of digital radio lay under the tree’. The campaign highlights the many ways to give the gift of digital radio such as connected and voice-controlled speakers, as well as a DAB digital radio, and the commercial activity also includes an in-car gifting message.  This phase of the campaign will play on commercial stations from 4 – 24 December, and across BBC stations from 11 – 24 December 2017. Listen to the campaign here.

2016 Campaigns

Summer Campaign

Digital Radio UK is running its biggest ever summer digital radio campaign to support the amazing summer of sport and music, kicking off 10 June. The campaign is now on air running on BBC national and local stations and across major commercial radio stations. The campaign encourages listeners to get set for summer with digital radio and focuses on listening on the move, car conversion car and looking for the tick mark.

In car conversion phase of Summer campaign

  • The third and final burst of the digital radio Summer campaign, which is entirely dedicated to in car conversion messaging, launched 6 August across commercial stations.
  • There are two key executions, both highlighting that digital radio gives you more radio in your car, with a call to action to look for the digital radio tick and the availability of registered Tick Mark installers. We have created versions tailored for digital-only stations as well as all stations. Listen here.
  • This Summer’s campaign has been the most extensive to date, with 8 weeks of activity in total across the months of May- August, with three phases timed to support key content highlights, including festivals, the Euros and the Olympics.
  • Chris Moyles ran a Pure Highway/Halfords promotion on his Radio X breakfast show on 5 August, 2016, giving away 10 devices plus a 50% discount for listeners who register via the Radio X website.

Get Set for Summer with Digital Radio

  • BBC - the BBC are running their biggest digital radio campaign this year across their national network of stations and BBC Local Radio – including BBC Radio 1, Radio 2, Radio 3, Radio 4, 4 Extra, Radio 5 live and 6 Music. The campaign theme was ‘Get set for Summer’ and focused on digital listening on the move and explaining the benefits of digital radio to non-listeners using the line ‘digital radio is better radio’.
  • BBC used leading station on air talent to voice the digital radio campaign with Clara Amfo on Radio 1, 1 Xtra  and  Asian Network,  Mark Radcliffe on  6 Music  and 4 Extra,  Arthur Smith and Sally Phillips on Radio 2, Radio 3 and Radio 4  plus BBC Local Radio and Nations, Helena Oldroyd  on BBC 5 live and 5 live sports extra.
  • Commercial Radio - the DRUK industry  ‘Get Set for Summer’ campaign is now on air running across major commercial groups with an initial burst focusing on parallel themes to the BBC encouraging listeners to look for the digital tick when purchasing a digital radio and then a second major burst in July supporting car conversion and the tick mark installation scheme.

Father’s Day Campaign

  • 19 June is Father’s Day and we are running a tactical burst of additional activity to support Father’s Day gifting with the message ‘get your Dad set for Summer this Father’s Day with digital radio’.

2015 Campaigns

  • A summer campaign started on 15 June and ran until 31 July with the theme of not missing out on the summer of music and sport, supported by a trade-up campaign for car radios (with a 20% discount on digital car radios).
  • The BBC will run a radio campaign across national and local stations during June focussing on more of the music and sport you love.
  • The first ever digital radio tick mark consumer campaign in the UK started in April 2015. The campaign on commercial radio featured the message ‘look for the tick if you are buying a radio for your car‘. There are 5 tick mark radio ads featuring Suzi Perry.
05.12.2017

Digital Radio UK is the organisation charged with overseeing the promotion of digital radio in the UK. Consumers and listeners can find out all about digital radio at www.getdigitalradio.com.

2017 Campaigns

Christmas Campaign

Digital Radio UK worked with the BBC to create the campaign which is focused on gifting and recalls the familiar poem ‘T’was the night before Christmas’ to reveal a ‘world of digital radio lay under the tree’. The campaign highlights the many ways to give the gift of digital radio such as connected and voice-controlled speakers, as well as a DAB digital radio, and the commercial activity also includes an in-car gifting message.  This phase of the campaign will play on commercial stations from 4 – 24 December, and across BBC stations from 11 – 24 December 2017. Listen to the campaign here.

2016 Campaigns

Summer Campaign

Digital Radio UK is running its biggest ever summer digital radio campaign to support the amazing summer of sport and music, kicking off 10 June. The campaign is now on air running on BBC national and local stations and across major commercial radio stations. The campaign encourages listeners to get set for summer with digital radio and focuses on listening on the move, car conversion car and looking for the tick mark.

In car conversion phase of Summer campaign

  • The third and final burst of the digital radio Summer campaign, which is entirely dedicated to in car conversion messaging, launched 6 August across commercial stations.
  • There are two key executions, both highlighting that digital radio gives you more radio in your car, with a call to action to look for the digital radio tick and the availability of registered Tick Mark installers. We have created versions tailored for digital-only stations as well as all stations. Listen here.
  • This Summer’s campaign has been the most extensive to date, with 8 weeks of activity in total across the months of May- August, with three phases timed to support key content highlights, including festivals, the Euros and the Olympics.
  • Chris Moyles ran a Pure Highway/Halfords promotion on his Radio X breakfast show on 5 August, 2016, giving away 10 devices plus a 50% discount for listeners who register via the Radio X website.

Get Set for Summer with Digital Radio

  • BBC - the BBC are running their biggest digital radio campaign this year across their national network of stations and BBC Local Radio – including BBC Radio 1, Radio 2, Radio 3, Radio 4, 4 Extra, Radio 5 live and 6 Music. The campaign theme was ‘Get set for Summer’ and focused on digital listening on the move and explaining the benefits of digital radio to non-listeners using the line ‘digital radio is better radio’.
  • BBC used leading station on air talent to voice the digital radio campaign with Clara Amfo on Radio 1, 1 Xtra  and  Asian Network,  Mark Radcliffe on  6 Music  and 4 Extra,  Arthur Smith and Sally Phillips on Radio 2, Radio 3 and Radio 4  plus BBC Local Radio and Nations, Helena Oldroyd  on BBC 5 live and 5 live sports extra  - listen here.
  • Commercial Radio - the DRUK industry  ‘Get Set for Summer’ campaign is now on air running across major commercial groups with an initial burst focusing on parallel themes to the BBC encouraging listeners to look for the digital tick when purchasing a digital radio and then a second major burst in July supporting car conversion and the tick mark installation scheme – listen here.

Father’s Day Campaign

  • 19 June is Father’s Day and we are running a tactical burst of additional activity to support Father’s Day gifting with the message ‘get your Dad set for Summer this Father’s Day with digital radio’ – listen here.

2015 Campaigns

  • A summer campaign started on 15 June and ran until 31 July with the theme of not missing out on the summer of music and sport, supported by a trade-up campaign for car radios (with a 20% discount on digital car radios).
  • The BBC will run a radio campaign across national and local stations during June focussing on more of the music and sport you love.
  • The first ever digital radio tick mark consumer campaign in the UK started in April 2015. The campaign on commercial radio featured the message ‘look for the tick if you are buying a radio for your car‘. There are 5 tick mark radio ads featuring Suzi Perry.