BBC Promo, Case study BANG GOES THE THEORY by Red Bee Media

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United Kingdom
Agency Red Bee Media
Executive Creative Director Charlie Mawer
Art Director James Hodge
Copywriter Neil Atkin
Creative Tony Pipes, Susan Ayton
Producer Trine Johnson
Illustrator James Joyce
Released July 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: BBC ONE
Product/Service: TV PROGRAMME
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: RED BEE MEDIA, London, UNITED KINGDOM
Group Creative Director: James Spence (Red Bee Media)
Copywriter: Neil Atkin (Red Bee Media)
Art Director: James Hodge (Red Bee Media)
Creative: Tony Pipes (Red Bee Media)
Account Director: Emma Profitt (Red Bee Media)
Producer: Trine Johnson (Red Bee Media)
Planner: John Jones (Red Bee Media)
Illustrator: James Joyce (One fine day)
TV producer: Sarah Caddy (Red Bee Media)
Executive Creative Director: Charlie Mawer (Red Bee Media)
Creative Head: Rachel King (Red Bee Media)
Creative: Susan Ayton (Red Bee Media)
TV Director: Grant Lee
Head of Marketing: Kate Fenske (BBC MC&A)
Marketing Manager: Su Fall (BBC MC&A)
Media placement: TV Trails X 5 - BBC Media - 01/07/2009
Media placement: 10 Web Films - BBC Online - 01/07/2009
Media placement: Radio Trails - BBC Media - 01/07/2009
Media placement: Online Banners, Blogs - BBC Online - 01/07/2009
Media placement: Outdoor Posters/press - UK Wide With Bus Shelters, Train Stations, Shopping Malls - 01/07/2009

Results and Effectiveness
Succeeded in bigger cultural task of re-engaging Britain with science with Significant numbers of people actually tried scientific experiments 3.2m viewers first episode 2/3 watching live experiment actually tried something 23% also for those seeing posters Average of 200 people texted each day; highest response rate ever for mobile-response BBC posters 13,000 people voted on what they wanted to see in live event from TV ads Most talked-about factual programme on BBC and 2nd most talked-about 50,000 hits on YouTube 60% were encouraged to watch programme 65,000 people visited one of Bang roadshows 60% said it made BBC feel more modern, entertaining and original

Creative Execution
The communications strategy was built around a single-minded Big Idea, which involved five distinct stages across TV, print, radio, online and roadshows, each with a different aim and a different method, but all together combining to make the new series truly unique and unmissable family viewing. Create name and onscreen identity across all media, with strapline ‘Putting science to the test’ to actively involve audience: INTRIGUE AND INTERACT Encourage public to design ‘live experiment’ to launch series (5 TV trails, online voting, 10 web films and series of blogs). THE BIG BANG Takeover of peak-time junction between The One Show and Eastenders to ‘blow people away’ with the first-ever live promotional trail. BUILD AND MAINTAIN Continue ‘buzz’ and get people who missed live version to watch on web. POSITION AND ATTRACT TV trails, radio and interactive posters to get involved with, using mobile. MAGNIFY Creating roadshows to amplify the series.

Insights, Strategy & the Idea
The BBC set out to rekindle Britain’s love of science with a campaign to bring it back to mainstream TV by launching a primetime BBC One series on the subject. The new show presented science in a gripping, interactive way for a generation raised on Top Gear. So the BBC set out to create a ‘Tomorrow’s World for today', and to present science as something to throw yourself into and engage with on a fun, physical level, rather than something dry and academic. We were commissioned by the BBC to work on the naming and promotion of BBC One’s new science show. The goal of the brief was to engage the nation in science.