Bringing the incredible world of the off air, on air

The Background

From its music, to its TV channel, to the huge social presence and incredible live events, Capital is a more than just a radio station, it’s a world of entertainment.

Our challenge was to not only reposition the brand in the minds of its existing listeners, but to establish a behaviour that invited a new audience in.


With research consisting of mainly hanging out at the Capital studios and backstage at the Summertime Ball, it quickly became clear that the world of capital was a world like nowhere else. From Ariana Grande rocking up unexpected live on-air, to Ed Sheeran tattooing Roman Kemp’s leg live on TV, Only On Capital do you get this access to the stars


The Work

We repositioned the entire output of the Capital brand by turning the cameras round on itself to give the audience, for the very first time, genuine access to incredible world that occurs Off Air, Off Camera, Offline and Off Stage.

Fans don’t want to be broadcast at, they want to be invited in and given the chance to see their favourite stars like they’ve never seen them before. So rather than scripting our creative and forcing the stars to act, our entire approach has been to capture their natural reactions and showcase the genuine camaraderie that occurs between them and the brand.

And whether that’s by pimping up a golf buggy with hidden cameras for The Vamps to race round Wembley in, setting up a game of darts in a pub between Katy Perry and Roman Kemp, or creating the world’s cutest selfie with Shawn Mendes and 500 cuddly toys, our advertising has gained huge fame across the UK. And in a year when BBC Radio One dropped one million listeners, Capital’s audience grew by 3%.