Test Drive the BBC
BBC Global News Ltd
Issue 41 | December 2016
Agency
Partners Andrews Aldridge
Creative Team
Creative Directors Ross Newton Richard Worrow Copywriters Nick Coates Jenna Thomas Art Directors Gabriella Kohli Bilel Labjaoui James Fairburn Head of Design Guy Sexty Designer Dave Jupp Creative Technologist Sam Cox
Production Team
Wahooti London
Other Credits
Matt Lee Celia Taylor Sam McGeorge Craig Lawrie
Date
September 2016
Background
The task was to grab the attention of senior global decision makers at premium car brands and get them to consider BBC World News and bbc. com as an advertising platform.
The direct marketing campaign needed to be highly-targeted, have real cut-through and initiate a conversation between the BBC Sales Team and the target audience.
Idea
BBC World News and bbc.com were the intelligent choice for car brands. But how could they get the attention of a super-busy audience and then get them to listen to the sales pitch? Simple. They're 'car people' so they were sent their own, personalised 'test drive' video pack.
The pack was as slick and high-end as the BBC brand itself. On opening the pack, the recipient discovered a bespoke USB key (in the exact style of their own brand's key) that – once inserted into the ignition slot - automatically played their personalised test drive on the built-in screen.
Their test drive took them on a fast-paced tour of the BBC explaining that they have the same shared values (trust, quality, status, performance and innovation) and delivering key facts and figures in a simple and easily digestible format. In a few short minutes, the audience was left in no doubt that the BBC's advertising platforms were perfect for their brand.
Results
Too early to say but the initial response was very positive with one recipient phoning the BBC Ad Sales team immediately upon receipt to find out more, starting exactly the sort of conversation the BBC wanted to initiate.
Our Thoughts
As a B2B medium, mail really is the business. I can testify to that myself.
And when an advertiser takes the trouble to really think about the target audience; how those people think of themselves; how they think of the world; and then talk to them in their language, then they will be successful.
What you want any piece of communication to be is relevant, branded and memorable. It is rare to tick all three boxes, irrespective of which media you are in, but this does it.