Radio 1’s regular ‘One Live’ events are an essential tool to build bridges between Radio 1 and youth culture, and to associate the Radio 1 brand with the live music scene.
One Live in Birmingham saw Radio 1 visiting the nation’s second city to host over a hundred live music events in a single week.
The brief was to devise and implement a promotional campaign aimed at young people and to bring together the logistical requirements of seventeen live music events taking place over just one week.
Calling on its extensive experience in Event Management, AdStorm, under the direction of Rob Frost, was enthusiastic about rising to the challenge. “Our A&R responsibility encompassed the selection of artists, negotiating rates and booking the acts.
“We were also required to manage the extensive logistics of all seventeen events, which involved booking venues, engineers, security, audio equipment and handling anything else that may be required to make it all happen, seamlessly!” says Rob.
AdStorm also devised a cross media advertising campaign designed to tap into the motivations of young people, including posters, flyers, and advertisements as well as direct mail for email, drawing strongly from Radio 1’s existing “One Live” branding, to ensure consistency.
“We implemented a fully integrated campaign encompassing in-venue flyering, posters, SMS messages and emails to local youths to promote the events.
“The events were a fantastic success. Every venue was filled to capacity every single night and even Radio 1 DJs wanting to see the bands had to be turned away as venues were full to bursting,” adds Rob.