Brief
To re-ignite interest in Classic FM amongst a 16-24 year old age group, without alienating other listeners, fuelling social media platforms at the same time.

The Opportunity
We noticed a rise in listeners during the exam season and saw this as an opportunity to leverage the important student community. We subsequently unearthed the insight that a lot of students we're discussing how listening to classical music helped them revise. We saw this as a real opportunity to create a campaign that positioned Classic FM as a revision tool, study aid and fun accompaniment to life at university.

The Approach
We created a simple three-fold strategy that put Classic FM at the heart of better revision. First, we helped propagate the thought that classical music can help revision. Secondly, we set up Classic FM a beacon for study aids. Thirdly, we inspired students to not only revise but also gave them key things to do in between revision. These were fun and kept their mind working, but most of all, they kickstarted lots of conversation and helped spread Classic FM's message throughout campuses.

The Activity
To kickstart the campaign a personalised video of five unusual study tips, hosted by Classic FM DJ Margherita Taylor, was sent out to the key student broadcasters (student radio presenters, newspaper journalists and bloggers). Behind the scenes photographs of this shoot were also available on the Classic FM Facebook page, along with a generic version of the film to help them create their own stories about great revision tips at this key time.

We also introduced many of Classic FM's late night DJs to Twitter and Facebook for the first time, providing them with study tips to be posted or read out during the hours of 2am-6am. We sought to own this traditionally barren time, which would be perfect time to hit late night cramming students bereft of other distractions. We also encouraged listeners to send in their own study tips, regardless of their age.

The biggest study tip that is often neglected though, is that of not studying, giving yourself some key down time, which isn't based around going on a drinking binge (which if your interested, is a definite study tip no-no).

For this we created The Big Red F Treasure Chase; a competition where students could win Apple iPads. We approached 20 universities through our influencers and sent out three foot tall, red polystyrene 'F's, in the Classic FM forte sign. The person who took the most imaginative picture using the 'F' won. Pictures would be emailed to Holler and uploaded on Facebook so students could tag themselves. One student was tasked with guarding the 'F' and could win an iPad for getting the most pictures of people taken with it, so they were taking it around campus all the time. All other students were tasked with doing the most creative thing they could think of with the 'F' and tagging themselves in the picture, uploaded to the Classic FM Facebook page; with the chance of winning another iPad.

Results
The Classic FM Facebook page saw a 227% increase in interactions (likes, comments and wall posts).

Classic FM saw a huge increase in 15-24 year old adults in full time education from 154,000 to 219,000. This was a massive 42% increase in reach! Better still, listening hours increased from 407,000 hours to a whopping 962,000 hours – up by 136%!

The campaign was shortlisted for the BIMA digital awards.

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