TOUCHING THE STARS by BBH New York for BBC

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TOUCHING THE STARS

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Industry Software & Multimedia Productions, SaaS, Mobile television
Media Promo & PR, Case study
Market United States
Agency BBH New York
Director David Shane, Michael Clancy
Creative Director Jon Randazzo
Producer Samantha Addy
Released March 2012

Credits & Description

Category: Celebrity Endorsement
Advertiser: BBC
Product/Service: BBC IPLAYER
Agency: BBH NEW YORK
Chief Creative Officer: John Patroulis (BBH New York)
Deputy Chief Creative Officer: Calle Sjoenell (BBH New York)
Creative Director: Jon Randazzo (BBH New York)
Art Director/Copywriter: Dean Woodhouse (BBH New York)
Art Director/Copywriter: Hugo Bierschenk (BBH New York)
Creative Manager: Chad Utsch (BBH New York)
Account Director: Abbe Hale (BBH New York)
Account Director: Jimmy Euwer (BBH New York)
Account Manager: Sarah Shapiro (BBH New York)
Director: David Shane (O- Positive)
Director: Michael Clancy (O- Positive)
DP: John Pardue (O- Positive)
Line Producer: Matthew Jones (O- Positive)
Executive Producer: Ralph Laucella (O- Positive)
Producer: Samantha Addy (O- Positive)
Media placement: Online - Creativity Online - 2 February 2012
Media placement: Online - Ad Age - 6 February 2012
Media placement: Online - Agency Spy - 8 February 2012
Media placement: Online - Fuel The Future - 12 February 2012
Media placement: Online - More About Advertising - 8 February 2012
Media placement: Online - Marketing VOX - 2 March 2012

Summary of the Campaign
With the launch of BBC iPlayer on iPad, fans now have the best of British Television at their very fingertips. To promote this we asked some of the finest, most respected BBC stars to reveal unique insights about their shows. And then we poked them in the face.

With TV, interactive films, Facebook apps and banners this unique campaign gave millions of people around the world the chance to touch the best of British Television, downloading the BBC iPlayer to their beloved iPad.

The Situation
To promote this we asked some of the finest, most respected BBC stars to reveal unique insights about their shows. And then we poked them in the face. Celebrities included the one of the world’s most famous comedians, Ricky Gervais, and cast members from the biggest show on the planet, Top Gear. ‘Poking famous celebrities in the face’ went from TV into digital where we gave the users the chance to finally do the prodding. With interactive films, Facebook apps and banners this unique campaign allowed millions of people around the world to touch the best of British Television, downloading the BBC iPlayer to their beloved iPad.

The Goal
The goal was to get as many downloads of the BBC iPlayer app as possible whilst creating fame for the brand.

The Strategy
The strategy was very simple make a global audience aware that the BBC iPlayer is now available for the iPad.

Execution
With the launch of BBC iPlayer on iPad, fans now have the best of British Television at their very fingertips. To promote this we asked some of the finest, most respected BBC stars to reveal unique insights about their shows. And then we poked them in the face.

With TV, interactive films, Facebook apps and banners this unique campaign gave millions of people around the world the chance to touch the best of British Television, downloading the BBC iPlayer to their beloved iPad.

Documented Results
With a very limited paid media budget, the 'Touch the Stars' campaign helped to deliver 10% above the projected app download goal 3 months ahead of schedule. In the social space the films generated over 140,000 views and positive, enthusiastic feedback from fans. One YouTube commenter stated, "As much as I love hearing his [Richard Hammond's] voice and seeing his face - I couldn't help but laugh :') Never knew mucking about with someone's face was that funny."

The campaign was also featured on top advertising sites including: Creativity, Ad Age and in AdWeek's 'Fuel the Future' series.