To write and produce a national commercial radio campaign for Freeview. The principle aim was to increase general brand awareness, along with knowledge of how simple and cheap the product is to use. The campaign was split into two parts to target different types of consumers – Davina McCall was chosen as the voice for the “Metro” audience, while the versions targeting older listeners were voiced by Tony Robinson. The scripts were simple and friendly, promoting a potentially complex offering in as straight forward manner as possible.
The campaign was a huge success. Research showed that it significantly boosted Freeview’s spontaneous brand awareness, and was followed up by a summer campaign some months later.
