BBC SOUNDS

Challenge

In Q4 of 2018 the BBC launched Sounds to bring together all of their sound offerings digitally under one roof. From radio, to music video and podcasts, the challenge was to launch the BBC Sounds App on social using the vast breadth of owned talent that the BBC has access to. The campaign was split into three core pillars; Listen (Establish Fame), Learn (Engage and Educate), Love (Create Habit and Drive Trial), to meet the vision of being a personalised entry point for all audio content from the BBC.

Insight

Podcasts are on the rise and the music streaming space is dominated by Spotify and Apple Music with emerging big players such as Google Play, Amazon Music and Tidal.

Idea

BBC Sounds will connect the dots of listening behaviour and drive loyalty using the BBC’s rich sonic heritage.