BBC Sounds: London Eye take over
BBC Sounds' star-studded launch, taking young listener on audio journey.
For the launch of BBC's biggest product launch in more a decade - BBC Sounds - Havas Media Group with the Havas-owned sports and entertainment agency, Cake, created a launch activation using the London Eye as the 'London Ear' for the day.
Throughout the day and for the first time ever, a number of BBC radio shows will be broadcast live at the site and a range of podcasts and music mixes will be recorded from one of six capsules on the London Eye, reflecting the broad range of content available on BBC Sounds.
The landmark was also lit up orange, the colour of BBC Sounds, while animations will be projected onto County Hall at dawn and dusk.
The selection of radio shows includes parts of The Radio 1 Breakfast Show, Radio 4’s Today programme, The 1Xtra Breakfast Show with Dotty, Ken Bruce’s morning show on Radio 2, Radio 4’s Woman’s Hour, Scott Mills on Radio 1, Radio 5 Live’s Afternoon Edition, Steve Lamacq’s 6 Music drivetime show and Radio 1’s Essential Mix.
Some of the BBC’s best-loved podcasts to be recorded in the capsules include Fortunately… with Fi and Jane, Fit & Fearless and The Receipts Podcast.
What is BBC Sounds?
BBC Sounds is a personalised music, radio and podcast app that offers a single home for the BBC’s thousands of hours of audio content, including live and on-demand shows and special music mixes curated by artists. It aims to reach younger listeners who are spending less time on traditional radio channels in favour of on-demand audio and streaming services.
The launch was also support by a campaign - 'listen with out Limits' - which follows one audience members listening journey through out their day. In the ad the listener is joined by a range of music, radio and podcast talent, which includes stars such as Rita Ora, Wretch 32, Jared Leto, Rachel Parris, Son Heung-Min, Brian Cox and various BBC presenters.
Havas Media Group and BBC Media Planning handled media planning and buying of this campaign.