CAT N°2 - Any promo for news, documentary, current affairs or cultural programme, season or service.
SHOWCASE
The 2019 General Election was fraught. Public mood was stormy, scrutiny of BBC News was intense and all this going on during a marketing saturated Christmas time. Audience figures are high during an Election, so we wanted to use this important time to speak to our audience and remind them of our public service brand values, positioning BBC News as the true public servant during an election. Every person you see is a real resident, every number 10 representative of the people with real power, you.
The 2019 General Election was fraught. Public mood was stormy, scrutiny of BBC News was intense and all this going on during a marketing saturated Christmas time. Audience figures are high during an Election, so we wanted to use this important time to speak to our audience and remind them of our public service brand values, positioning BBC News as the true public servant during an election. Every person you see is a real resident, every number 10 representative of the people with real power, you.
The objective was to promote a theme week that explored the dangers of false internet profiles. Target audience: men/women 20-45 in the Danish market. The campaign had 88% higher viewing compared to weekday averages and reached a total of 853 TRPs.
The objective was to promote a theme week that explored the dangers of false internet profiles. Target audience: men/women 20-45 in the Danish market. The campaign had 88% higher viewing compared to weekday averages and reached a total of 853 TRPs.
Objective: To promote talk show “Troldspejlet”. The campaign draws on host Jakob Stegelmann’s cult status and pop culture references, appreciated by the target audience. Results: 88% higher viewing compared to weekday averages and a total of 853 TRP.
Objective: To promote talk show “Troldspejlet”. The campaign draws on host Jakob Stegelmann’s cult status and pop culture references, appreciated by the target audience. Results: 88% higher viewing compared to weekday averages and a total of 853 TRP.
Ketnet, the children’s channel of VRT’, has a news program for children called ‘Karrewiet’. It is well known by teachers, as they often use the program during their classes, and by children but not so much by their parents. We created this promo to reach the latter but did so from a children’s point of view.
And what better way to do this but to go back to the place where memories are made and news travels fast: the playground.
We all know children sometimes tend to exaggerate and make their own version of something they’ve heard, which can lead to ‘fake news’. Well, at least a very innocent and funny version of it. By creating this promo we hoped to encourage parents in a playful way to tune into ‘Karrewiet’, where only ‘real news’ travels around.
Ketnet, the children’s channel of VRT’, has a news program for children called ‘Karrewiet’. It is well known by teachers, as they often use the program during their classes, and by children but not so much by their parents. We created this promo to reach the latter but did so from a children’s point of view.
And what better way to do this but to go back to the place where memories are made and news travels fast: the playground.
We all know children sometimes tend to exaggerate and make their own version of something they’ve heard, which can lead to ‘fake news’. Well, at least a very innocent and funny version of it. By creating this promo we hoped to encourage parents in a playful way to tune into ‘Karrewiet’, where only ‘real news’ travels around.
