BBC Three - Changing the minds of the nation
When BBC Three announced that they were moving the channel from TV to online only, viewers were outraged! Social media went bonkers, and a petition was launched to save the TV channel. This is where we were asked to step in and help. Our brief was to relaunch the channel and regain the confidence of the nation.
Strategically we saw the job as being three-fold; educate the audience as to what was happening and how to access content, make the audience feel excited and retain them for the long term. We knew that there was only one way to encourage an audience to take onboard this much information; make them laugh.
Time and budget were a limited resource and we needed to land disproportionate fame, so it was vital we utilised every BBC tool at our disposal. I very quickly gained a thorough understanding of the inner workings of the BBC so that talent and media opportunities could be maximised to deliver each message in the comms framework. Amongst numerous channel talent, we worked with the award winning ‘People Just Do Nothing’, developing the work along-side their script writers to ensure character consistency in the work.
Strategically we saw the job as being three-fold; educate the audience as to what was happening and how to access content, make the audience feel excited and retain them for the long term. We knew that there was only one way to encourage an audience to take onboard this much information; make them laugh.
Time and budget were a limited resource and we needed to land disproportionate fame, so it was vital we utilised every BBC tool at our disposal. I very quickly gained a thorough understanding of the inner workings of the BBC so that talent and media opportunities could be maximised to deliver each message in the comms framework. Amongst numerous channel talent, we worked with the award winning ‘People Just Do Nothing’, developing the work along-side their script writers to ensure character consistency in the work.
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The campaign included initial PR to reframe the agenda, teaser material including bespoke channel idents, a cross channel launch including manifesto and education led comms, a 6-week takeover of the barker channel and various PR stunts including a Radio 1 Live Lounge takeover, weaving the message into an Eastenders episode and a One Show special.
In the weeks following the relaunch, BBC Three saw a 28% increase in people accessing the online channel, 4 out of the top 5 most popular shows on iPlayer were BBC Three shows and 2.4million of the target audience streamed the first episode of the channels new show ‘Thirteen’.
Agency: Sunshine
Director: Max Weiland
Production Company: Somesuch
Talent: People Just Do Nothing team, inc Asim Chaudhry and Steve Stamp, Tiger Drew-Honey, Romesh Ranganathan and Stacey Dooley.
Director: Max Weiland
Production Company: Somesuch
Talent: People Just Do Nothing team, inc Asim Chaudhry and Steve Stamp, Tiger Drew-Honey, Romesh Ranganathan and Stacey Dooley.