We created a unique broadcasting event that went beyond simply demonstrating the content as opposed to talking about it, allowing the campaign to deliver maximum impact. We took over the Radio 2 schedule, creating a day of new content. We swapped all the great Radio 2 shows and presenters around for 12 hours so people had to listen to something they wouldn’t normally listen to. We called it 2Day – a whole week of Radio 2 in one day.Leading up to 2Day we used TV, Radio and PR to drive people to tune in. We filmed behind the scenes on the day to create content for users to view online. We also included content in a post event trailer to point to the website to catch up and find out more about how they could explore all the new things that they enjoyed on the day.

74% of listeners to a part of 2Day took out that it demonstrated Radio 2 offered a breadth of different content (Pulse)..“2 Day was a great idea, made me realise there is so much more to Radio 2” (Pulse).

The days impact actually changed radio habits. 1/3 claimed that “2 Day makes me want to listen more”.

RAJAR data showed average amount of time listened to Radio 2 after 2 Day increased 27minutes.Weekly reach of network rose by 340,000 peopleUnique browsers increased by 98% from 53,000 to 104,000 on 2Day.