Radio Show by British Council
The Selector is an international showcase for the best new music the UK has to offer. It’s a weekly show that covers all styles of music, from indie, dubstep, folk, soul, electro and everything in between.
It presents an overview of all that is exciting and fresh in British music avoiding many of the British mainstream that international audiences might already be familiar with, in favor of emerging talent and underground flavors.
The British Council launched showcase in 2001. Today it estimates an audience of more than 3 million listeners; The Selector is syndicated on FM to over 30 countries around the world, including Mexico, Columbia, Israel, Poland, Malawi, Hungary, Indonesia, Bulgaria, China, … and Slovenia.
Broadcast by Radio Terminal, the international show for new music in Slovenia launched in 2013.
British Council approached the Institute for Transmedia Design with a task to create an immersive experience and deliver transmedia campaign in order to raise the awareness about the international showcase in Slovenia.
In order to breathe new life into the almost-forgotten medium of radio, bringing it closer to the young, we have designed interactive posters and flyers that provided the user with instant information about Selector Slovenia and raised awareness of radio culture among teenagers and those in their early 20s.
NFC smartphone technology allowed users to listen to live broadcasts via the code on the posters or flyers.
To have the on-line show be heard in student dorms, schools, bars and fitness centers and to catch up with the shows they missed, ensured the campaign’s success. We targeted Selector Slovenia website communication, along with the new design increasing engagement and participation, to the young.