The Challenge

To get new audiences into Radio 3 by framing the music of Handel, Mendelssohn, Haydn and Purcell in a more contemporary lens. Along with its classical content the station was perceived as daunting and elitist. We aimed to change all that.

The Solution

Using advanced ultrasound technology we surprised members of the public with unexpected classical music encounters. And we captured their reactions and those of people around them, to build a campaign showing the music as an accessible and escapist alternative to the mundane day to day.

The Result

Research confirmed that the award winning campaign shifted perceptions of BBC Radio 3. Around 5 times as many people wanted to listen to Handel on Radio 3 after watching the ad. TV trails were aimed to appeal to a younger audience and nearly 7 times as many 35-44 year olds wanted to listen.