Radio 1 - Radio, remixed by you

Tim Millar

In 2005 the BBC's Radio 1 station had never advertised online before. But it was patently clear that it was the web that presented its biggest threat.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands