BBC Radio 6 Music Festival campaign

As Charlie Parker said, theres a boundary line to music but, man, theres no boundary line to art.

In 2017 BBC Radio 6 Music brought its annual festival to Glasgow to showcase great music and celebrate the city and its unique culture.

The challenge

The festival always strives to bring 6 Music to the host city and simultaneously reflect the musical heritage of that city back on itself. This ethos permeates through everything, including artists on the line up, bespoke programming on the station and the look and feel of the marketing campaign, including the animated large-scale projection below.

The solution

We had to create a core concept that was both on brand for 6 Music and very much a unique Glasgow-inspired design. 6 Music identified specific audience groups which make up the majority of its listenership and to whom all communications had to appeal.

The campaign identity’s marbling effect - a reference to the River Clyde - locks together with imagery of the local music scene and the iconic concert venues. We activated it across on and offline content such as animated GIFs, launch MPGs, content for projection, through the line advertising, brochures, web skins and event experiential.

Results

All of the concerts sold out, some within two minutes
of tickets going on sale.

“Launch on social was our most successful for a festival ever, with a total reach on the 6 Music Facebook of 1.3 million on the day of launch.”

Aimee Bewerten, Marketing Executive BBC Radio 2, 6 Music & BBC Music

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