Five Live scores with Premiership promo campaign

BBC Radio Five Live are to promote their distinctive Premiership football commentary for the 2003/04 season through a television, radio and online promotional campaign created by BBC Broadcast.
Launching on August 9, the television trail has been designed to appeal to a young (25-35), ethnically diverse audience to encourage viewers to tune in to Five Live’s coverage of all the season’s Premiership matches.
The trail, set in a nightclub, mimics the style of the Eminem blockbuster ‘8 Mile’. Emulating the performance of the MCs in the film, Five Live football commentators Mike Ingham, Jonathan Pearce and Alan Green star in a commentary showcase and launch into dramatic descriptions of goals to a boisterous and excited crowd. The commentaries used were taken from Five Live’s award winning football coverage last season.
Five Live’s DJ Spoony and Mikee B of Radio One’s Dreem Team introduce the three commentators and Premiership footballers Sol Campbell and Ashley Cole mix on the record decks.
BBC Broadcast has created a campaign that focuses on the distinctive styles of the voices behind Five Live’s football commentary, using a lively urban setting to appeal to younger fans. This contrasts with previous Five Live promotions that were closely linked to action on the football pitch.
The TV trail will be supported by trails on radio and online, with posters across the UK to maximise reach with non-BBC viewers and listeners. Activities on the Five Live website and radio station will run in conjunction with the promotions.
“BBC Broadcast’s trail captures the energy of Five Live’s sports coverage and it showcases our commentators doing what they do best - engaging an audience with lively and fun commentary,” said Tim Stoller, marketing manager for BBC Radio Five Live.
“The nightclub setting will certainly appeal to 25 to 35 year olds and cause a real buzz among football fans so I’m confident that the campaign will win over a host of new listeners to our award-winning sports coverage,” he added.
(GB)