Radio 1 – Radio, remixed by you
Planned by: Tim MillarAgency: Agency Republic
SUMMARY
In 2005 Radio 1 had never advertised online before. But it was patently clear that it was the web that presented its biggest threat. As digital downloads and social networking were taking hold, Radio 1 found it increasingly hard to attract new 15–24-year-old listeners. This paper tells the story of how a deeper understanding of what lay behind these changing media habits helped Radio 1 go beyond a traditional advertising approach and recast its role in the lives of music lovers online. It...