To encourage greater awareness of the BBC Sounds app, a new experiential campaign via Mother Design, brings its range of curated content to festivals across the UK, starting with Leeds Festival. Targeting festival goers, the experience gives a personal taste of what’s available on BBC Sounds. The app has a huge selection of podcasts, music mixes and radio stations, all available for free and all curated by experts rather than an anonymous algorithm.
This content is brought to life in eight zones of sound, where users can immerse themselves in an environment designed to heighten the experience. The eight zones housed in an iconic structure, designed to attract the music-lovers’ attention at the festival environment.
Pop and Chart, with a kaleidoscope feel; Dance and Electronic, represented with an infinity room; Hip Hop, has a bass room, complete with giant prop speaker and gold foil interior; Nature, is enveloped by forest cover; Wellness encourages users to sit and relax in a mood changing colourscape, Indie and rock, takes cues from fashion with an optical illusion; Sports, demonstrates the action with a ball explosion; and Comedy, is filled with quotes from the best in funny. With a simple objective of encouraging trial and download, this activation is part of the corporation’s drive to make BBC Sounds part of a future listening habit for a broad range of audiences – reflecting the breadth of content on offer.