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BBC Three is ‘Too Big For TV’

The 16th Feb marks a historic moment for the BBC as this is the first time in the world that a national broadcaster will be moving from a linear broadcast channel to online-only. The essence of this campaign was to demonstrate the merging of the physical and digital worlds which we brought to life in OOH through the combination of digital and static outdoor media and mobile amplification.
Specifically targeted to capture 16-24s who say they are bored more often than any other age group, we firstly used Posterscope’s proprietary planner tool to optimise sites against our audience. Different designs were then planned to run on the interior/exterior bus shelter 6 sheets based on capturing dwell time. The interior sites due to their positioning and from previous campaign learnings were then geo-fenced with mobile activity through a company called Sync Spot. This delivered exclusive BBC Three content in ‘moments of boredom’ across all screens and devices to create excitement and engagement around the launch.
This targeted campaign was implemented on a national scale with focus on key cities in the UK including; London, Birmingham, Cardiff, Edinburgh and Manchester.
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Outdoor Plus Appointed by BBC Worldwide to Host Interactive Public Vote on Digital Screens

Outdoor Plus broadcasts live Twitter vote on the audience’s favourite BBC drama and comedy characters.
BBC Worldwide has contracted Outdoor Plus to enable an interactive, real-time vote to mark the launch of BBC Store, the new digital service that makes it really easy for audiences to buy and keep and enjoy their favourite BBC programmes. The campaign goes live on 23 November.
The innovative campaign encourages people to vote, using Twitter hashtags, for their favourite BBC characters. The characters will be pitted against each other, with romantic heroes Poldark and Darcy going head to head, and comedy personalities David Brent pitted against Alan Partridge. Outdoor Plus screens will display, in real-time, which characters are winning the Twitter vote.
The digital screens will track and reveal the running scores at sites across London including the City of London Gateway and Vauxhall Cross, encouraging Londoners to take part in the public vote.
Grant Branfoot, sales director at Outdoor Plus, said: “We’re thrilled to be working with the BBC to host this exciting campaign, celebrating some of the BBC’s best-loved characters. Using digital screens in high footfall areas as a means of generating public conversation demonstrates the capabilities of DOOH beyond traditional advertising.”
Simi Murthy, Head of Brand Marketing on BBC Store said: “Social is a key channel for BBC Store allowing us to have a real-time conversation with our audience. It’s great to work with Outdoor Plus who understand consumers’ changing behaviours and are hungry to do more exciting and innovative things with digital media.”

30ft Stig Promotes New BBC Channel

In an impressive ‘MAKE IT MASSIVE’ PR stunt promote the launch of new global channel BBC Brit, a 30 ft-tall effigy of The Stig (Top Gear’s mysterious helmeted star driver) has been built, and is currently winding its way through Europe.
The fibreglass model took three sculptors more than two months to design, construct and paint, with (according to The Telegraph) ‘the head and torso alone measuring higher than a double decker bus’.
The statue was loaded onto a truck at Top Gear HQ at Dunsfold Aerodrome in Surrey and will now journey for three days before arriving at its final destination, where it will be erected alongside Warsaw’s Palace of Science and Culture.
BBC Brit launches in Poland on February 1st.
Via: PR Examples

BBC World

This BBC World campaign uses a variety of OOH corner sites to creatively promote its ‘both sides of the story’ message.
 

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