The long-awaited online service brings together the offerings of the BBC with commercial radio. It is now available across all the UK's major radio networks and has already been embraced by a number of advertisers including Volvo and Direct Line.
Omnicom's Rocket has devised an online campaign that increases awareness of the service among existing audiences of the BBC and commercial radio by contextually targeting music lovers.
Activity includes animated display ads created by Albion, which behaviourally targets music lovers on networks. It targets users with dynamic feeds that direct them to relevant radio stations, which they can listen to in real-time.
The online service unites the BBC with commercial radio groups Guardian Media Group, Global Radio, Absolute Radio and commercial radio trade body Radio Centre. It has been developed as part of the BBC's public service remit to support digital radio and is intended to simplify a complex, inconsistent and fragmented online listening experience.
Dino Myers-Lamptey, head of strategy at Rocket, said: "This launch shows what can be achieved when big brands collaborate to deliver solutions, driven by the interest of consumers.
"It will ultimately bring more choice to radio listeners through simplifying the experience by the smart use of the latest digital technology."