BBC Launches Innovative DAB Radio Campaign: "What Do You Feel Like Hearing?"

August 19, 2004 – London

In a bid to invigorate interest in its Digital Audio Broadcasting (DAB) services, the BBC is set to unveil an imaginative new advertising campaign this September, titled "What Do You Feel Like Hearing?". The initiative aims to engage listeners in a whimsical exploration of sound and mood, encouraging them to discover the diverse range of programming available through DAB.

The campaign will feature a series of strikingly surreal advertisements, showcasing an otherworldly landscape dominated by a giant, anthropomorphic radio. Viewers will be transported into this vibrant realm, where flying objects—such as footballs, headphones, and a menagerie of abstract shapes—float gracefully through the air. Complementing these dreamlike visuals will be a cast of simple, gelatinous creatures that possess a playful, vaguely humanoid form, further accentuating the campaign's focus on imagination and exploration.

"Radio is fundamentally about the experience of sound and emotion," said a BBC spokesperson. "With this campaign, we want to encourage people to reconnect with their listening habits by inviting them to consider their mood and preferences. DAB offers an incredible range of choices—from music to talk radio, and everything in-between—so we’re asking the question: 'What do you feel like hearing?'"

The vibrant aesthetic and whimsical characters aim to capture the attention of a broad audience, from young listeners discovering the world of radio to seasoned fans seeking fresh listening experiences. According to BBC officials, the playful, surreal elements are intended to inspire creativity and invite curiosity, harkening back to the essence of radio as a medium that stimulates the imagination.

As part of "What Do You Feel Like Hearing?", the BBC will also be launching a companion online platform featuring interactive elements that allow users to explore different genres, discover new programs, and create personalized listening playlists. The engaging website is designed to complement the visual campaign, providing a deeper connection for audiences to interact with DAB services.

This campaign comes at a pivotal moment for digital radio in the UK, with DAB services witnessing significant growth in popularity. BBC executives believe this imaginative approach will resonate with listeners across the nation, encouraging them to embrace the advancements of digital radio while celebrating the foundation of radio itself—the ability to evoke emotion through sound.

The advertisements are set to launch on various platforms, including television and social media, with the hope of reaching a wide audience. As September approaches, all eyes will be on the BBC to see how this inventive campaign transforms the public perception of DAB radio and, ultimately, rejuvenates the listening landscape for years to come.

For more information on the campaign and DAB offerings, listeners can visit the BBC’s dedicated campaign website launching next month. Stay tuned for what could be the next big wave in radio!

Write an ad, a woman gets trapped in one of the jelly creatures, and hears Radio 2, so stays

[Scene: A vibrant, surreal landscape filled with floating shapes and whimsical creatures. A giant, friendly radio can be seen in the background, pulsing with light and sound. The camera zooms in on a woman exploring the colorful environment.]

Voiceover (cheerful and inviting): "In a world full of sound, what do you feel like hearing?"

[The woman wanders through the landscape, filled with curiosity, but suddenly steps onto a large, gelatinous creature. It gently envelops her, trapping her in a warm, soft embrace.]

Woman (slightly startled but intrigued): "Um, what’s happening?!"

[As she gets comfortable inside the jelly creature, the creature begins to hum a familiar tune. The sounds of BBC Radio 2 start to fill her ears, playing a captivating mix of music and cheerful chatter.]

Voiceover: "What if you found yourself in an unexpected place, where the sound is as welcoming as the experience?”

[The woman smiles as she listens, her eyes lighting up with joy. The jelly creature gently bobs and sways in rhythm with the music, creating a delightful sensation.]

Woman (relaxing and nodding her head): "This is actually kind of nice…"

[Cut to dreamlike visuals of the surrounding jelly creatures bouncing along to the music, and colorful objects floating by. The sounds of laughter and engaging conversation mix with upbeat tracks from Radio 2.]

Voiceover: "With BBC Radio 2, you’ll always find the perfect soundtrack, even in the most unexpected adventures."

[The woman looks around, finally feeling at home in this bizarre yet enchanting realm. She starts to sway with the jelly creature, fully embracing the moment.]

Woman (joyfully): "I could stay here forever!"

[Text on screen: “What do you feel like hearing?” followed by: “Join us on BBC Radio 2 and explore a world of sound.” The logo for BBC Radio 2 flashes alongside the slogan.]

Voiceover (warmly): "Let your imagination run wild. Tune in today!"

[The screen fades to black as the sound of laughter and music fades, leaving listeners curious and excited to explore BBC Radio 2.]

Write a forum conversation about the appearances of the gelatin creatures, they have defined arms and legs, but seem to lack a lot of features


Forum Title: The Mysterious Jelly Creatures of the BBC DAB Campaign!

User1: JellyLover93
Wow! Did you all see the new BBC DAB campaign? Those gelatinous creatures are so bizarre but oddly charming! They’ve got such defined arms and legs, but it’s strange how they lack so many features like faces or distinct expressions. What do you all think?

User2: RadioFan88
I know, right? It's like they’re designed to be friendly and whimsical, but their lack of facial features makes them even more interesting! They kind of remind me of abstract art sculptures. It’s like they’re a canvas for our imaginations!

User3: CreatureConnoisseur
I love the thought behind them! I think the lack of detailed features allows viewers to project their own emotions onto these jelly creatures. They could represent how sound and music can evoke different feelings without needing to see a specific face!

User4: SwirlyShapes
Exactly! They’re like blank slates! Plus, the movement and colors they exhibit give a sense of personality without needing traditional features. I think their surreal quality adds to the dreamlike aspect of the whole campaign.

User5: WhimsicalDreamer
I also felt like they were meant to embody the concept of sound itself: fluid, ever-changing, and sometimes hard to define! It ties back to the campaign's message—what’s your mood and what do you feel like hearing? They literally morph into the soundscape of the moment!

User6: CuriousListener
That makes so much sense! The fact that they’re gelatinous adds to the feeling of how sound envelops us. It’s like they’re an extension of the audio experience rather than just separate entities. I wonder if other viewers are interpreting them the same way?

User1: JellyLover93
I hope so! I love how the campaign sparks these conversations and opens up interpretations. What do you think their names should be? I personally envision something cute like "Wobblekins" or "Gelatinos."

User2: RadioFan88
Haha, "Wobblekins" is adorable! Maybe they could be part of a limited edition toy line—like plush versions of them to help promote the campaign further. Kids might love them since they’re so playful!

User3: CreatureConnoisseur
That would be awesome! They could even come in different colors representing different radio genres! Like, a blue one for Jazz, a green one for Pop, etc. They would definitely look cute sitting on a desk while you listen to your favorite station!

User5: WhimsicalDreamer
And they could have little tidbits about the different radio shows or genres attached! This might get more people interested in tuning into DAB. I just love how this campaign is encouraging listeners to explore!

User4: SwirlyShapes
So true! I’m really looking forward to getting to know more about these jelly creatures. They might just be the perfect mascot for the DAB upgrade we’ve all been waiting for!

User6: CuriousListener
Totally! I feel a sense of nostalgia paired with curiosity about the future—just like radio itself! I can’t wait to see how they’ll be integrated more into BBC’s content. Here’s hoping for more adventures with our friendly jelly companions!

User1: JellyLover93
Absolutely! Let’s keep this conversation going as the campaign unfolds. Can't wait to hear all your thoughts on the other characters too! 🌈🎶


Write a conversation January 2007, The campaign continues, The gelatinous being are still there but changes to them that to be honest were kind of needed