RKCR/Y&R has launched a cross media campaign for Digital Radio UK and BBC, introducing ‘D Love’.
D Love is the diminutive new star of a fully integrated campaign which launches across BBC TV, BBC Radio, commercial radio, online and in store on 17 November to highlight the benefits of digital radio.
He is a 15-inch tall, smooth dressing soul puppet, from Stockport - although in his mind that’s just outside Detroit. Think of him as somewhere between Lionel Richie, Isaac Hayes and a Thunderbird puppet.
The TV ads depict the diminutive soul man spreading the love for digital radio with his pet dove and encouraging others to join the movement. He is always accompanied by his faithful pet dove, played by a real life pigeon that had been reared around the puppet since it was a chick.
The campaign will also feature a music video starring D Love, interviews with his dove, posters, online banners, in store digital radio guides, and radio ads which will be aired across the BBC Radio network and on over 60 commercial radio stations. He will be interviewed by BBC Radio DJ’s Fearne Cotton, Richard Bacon, Suzie Klein and Clive Anderson as part of his launch.
Toby Talbot, executive creative director, RKCR/Y&R said:
“Digital radio has transformed our listening pleasure in the UK. And with the countdown now on for an announcement on digital switch over, we needed a suitable personality who could spread the word of digital. There's nothing smoother than the sound of digital radio. And to our mind, there's no one smoother than D Love. He's a great fit. Just like digital radio, you will see this little soul legend pop up everywhere in the coming years.”
Felicity Bardell, Head of Marketing for BBC Digital Radio said:
“We’re incredibly excited to have joined up with the radio industry on this campaign. There is a big year ahead for digital radio and we think that through DLove we will engage audiences with the benefits of a digital listening experience.”
Jane Ostler, Communications Director at Digital Radio UK, said:
“People love the great choice of stations on digital radio. D Love’s role is to act as an advocate for digital radio and to spread the love, and in the lead up to a Government decision on radio switchover later in 2013, D Love will drive digital listening by spreading the love of digital radio benefits, as well as raising awareness of the availability of digital radio in-car.”
The new character has been created by Al Brown and Algy Sharman and ECD Toby Talbot, along with Peter Martin, directors at Sweet Shop and model makers Millennium FX, and was produced by Red Bee.