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 Jan 22 2007, The campaign seems to have changed, Guess what it's now focusing solely on