This is a guest post by Cath Willcox The changeover of Radio 1 breakfast show hosts, from the silver-haired veteran broadcaster Chris Moyles to former T4 presenter and friend of supermodels Nick Grimshaw, has been a clear effort by the BBC to target a younger audience. Affectionately known as Grimmy, Radio 1 new flagship host is symbolic of the radio station renewed efforts to bring the average listener age down from where it currently stands at 32 to within the 15-29 bracket. What better way to target this younger age-group - who've owned mobile phones half their lifetime and spend half their life on them - than through a vibrant and engaging mobile advertisement?
The rich media ad experience encourages users to relate to the new host on a more personal level through the phone call simulation and drives them to engage on social media, which is a central part of the show itself. This is why it is our ad of the month! The ad was built by the InMobi Studio creative services team, who managed the creative process through concept design and development. The purpose-built sound clip was created by BBC production team to bring the ad to life. An ad that combines delight and brief-fulfillment like this one does is definitely a success!