To create a campaign that highlighted the incredible choice of stations available on digital radio to a new younger demographic.
We teamed up with world renowned beat-boxer Tom Thum to create a campaign, which combined his limitless beat generation with digital radio’s endless choice. Putting Tom's beat-boxing skills to the test, we composed a series of tracks, each representing a genre or style of station available on digital radio. In our online video, Tom Thum didn’t just embody digital radio, he was digital radio.
Supporting the video, we created a series of distinctive and engaging radio spots, where Tom found himself competing with a new digital radio for his flat-mate’s attention.
Tom and Steve: Shower
Tom and Steve: Guitar
Tom and Steve: Mood
A pioneering multi-media radio campaign for digital radio.
Over 350,000 views online, and an overwhelmingly positive response.
A demographic reeducated as to the possibilities of digital radio and the ultimate beat-box battle.