The Drum Awards Festival - Extended Deadline

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By Angela Haggerty, Reporter

September 2, 2013 | 2 min read

BBC Radio 1 has launched a month-long ‘Even More Music' initiative to appeal to its 15-24-year-old audience.

Karmarama and Grape have worked with the station to create promotional material for the initiative, including a media planning first for the BBC which will see a trail for the event interrupt the programming titles of Eastenders on BBC Three. The TV ad was animated and directed by Pen$acola through Forever Pictures and produced by Forever and Red Bee.

Dave Buonaguidi, Karmarama founder and chief creative officer, said: “Radio 1 has always represented the listeners, but giving them a voice and actual control over what they listen to is a really bold and innovative step forward, and exactly the sort of work that love to get involved with.”

Throughout the month listeners will have the opportunity to choose music and DJs on the station and Live Lounge gigs will air every weekday. The station’s YouTube page will offer listeners the chance to win prizes via ‘hidden Easter eggs’ in its advertising content.

Also on social media, a ‘heat map’ will collect data from Twitter and Instagram to identify the hottest tracks in the UK.

BBC Radio

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Karmarama is the UK’s most progressive creative agency, now part of Accenture Interactive.Its services include advertising, direct and digital marketing, digital...

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Grape Digital

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Forever Creative

We are a design and marketing agency based just outside Manchester with extensive experience in Branding, Advertising, Digital, Print, Direct Marketing, Exhibitions...

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Red Bee

We're the content and design agency born in entertainment.

Many agencies use words like “engagement” and “storytelling” interchangeably but none can...

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