BBC Radio 4
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The challenge
BBC Radio 4 needed to attract a fresh raft of talent to write compelling stories for its much-loved Afternoon Play slot. Based on Manchester's Oxford Road, the client's brief was to attract a bunch of new Northern playwrights with the vision to create the kind of exciting radio drama that is helping modernise Radio 4's offering.
The solution
The client asked several big name agencies to pitch their campaign ideas. We beat off stiff competition with a winning combination of concepts and copy. We broke the brief down into its simplest form and a single word dropped out of the mix - 'fresh'. Taking that as our lead, we created concepts based around what a fresh idea for radio would look like. A few days later we found ourselves getting funny glances from Sainsbury's staff as we looked for the most attractive cherries, grapefruit, lemons and limes they had before art directing a shoot to bring the concept to life. The campaign was rolled out across the web, printed materials and a unique air freshener invitation to the subsequent awards ceremony.
The results
Research, planning and a strong, simple message achieved the desired effect; the 'fresh ideas' campaign was a resounding success, more than doubling previous response.
What did the client say?
"I chose Blueleaf because they were by far the best creatively, with genuinely original ideas and I do
not use the term 'original' lightly"
Justine Potter - Development Producer, BBC Radio 4
