Creative Execution

-Development of assets including: TVC, responsive microsite PR/social assets. -Talent briefing and co-creation of narrative framework to maintain control of output. -Campaign announced by PR across print, online and radio. -Each evening, the ‘Twittersphere’ tuned into @BBCFirst to collaboratively contribute to a live, unfolding drama to dictate plot, character and narrative progression. -The following morning, the curated chapter was uploaded to a responsive microsite, crediting all authors via their Twitter handle: http://www.bbcaustralia.com/whatsnext/ -Issues management: By handing over creative reigns to the public, the idea was inherently unpredictable. Decisive thinking was crucial to momentum and success.

OUTPUT & AWARENESS: - Total views of microsite content exceeded KPIs by 130% on a national level. - Participation in campaign from high profile personalities from worlds of fashion, music and media. - 30+ press editorial and social hits reaching 19 million Australians (86% of population). ACTION & BUSINESS IMPACT: - 240% uplift in new Twitter followers on @BBCFirst in one week. - Daily tweet impressions up 260% against 28-day average

CHALLENGE: -Launch BBC First into the Australian market with a bold, imaginative and innovative campaign. Engage with “culturally curious” 25-54 year old, affluent Australians and rally them to interact with the channel. -As a new channel only available to paying Foxtel (subscription TV) customers the campaign had to be accessible by all. OBJECTIVES: -Create noise and galvanise excitement in an all-inclusive way, generating traditional PR editorial coverage. -Communicate BBC First's brand values of bold storytelling, suspense and intrigue. INSIGHTS: -A digitally savvy target audience with a voracious appetite for sophisticated, compelling content. STRATEGY: -Tap into target audience's appetite for sophisticated storytelling content. -Develop a world-first creative platform to generate interest, engagement and effectively communicate BBC First brand values. THE IDEA: -The world’s first crowd-sourced Twitter drama, written in real-time by the public over one week and curated by leading filmmaker, Gracie Otto.