‘Woeful, embarrassing, load of crap’ – meet D Love

Staff Writer

Earlier this week at a radio conference in the UK, they unveiled a new character that will promote digital radio to the market.

It's a character named 'D Love', who will be at the centre of a £10 million ($15+ million AUD) two-year industry communications campaign on BBC TV/Radio and commercial radio.

Ford Ennals, chief executive of digital radio switchover body Digital Radio UK, said that previous ad campaigns for digital radio had flown "below the radar". He thinks this new campaign is "really refreshing and I absolutely think it's going to break through".

The character has been slammed by many readers on Radio Today UK…

"You've got to be kidding…… Woeful. Absolutely woeful……. Dreadful…… What a load of crap…… Embarrassing, just embarrassing."

Have a listen to the unveiling of D Love as played at the conference…

or hear it here

Could a creative campaign like this work in Australia ?

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