BBC Three (UK) – Seriously Funny New Comedy
Campaign Title Seriously Funny New ComedyBrand BBC ThreeCategory A12 – The MediaMedal BronzeAgency Swordfish
SUMMARY
The new digital TV channel BBC Three targets a younger age group than the traditional BBC channels with comedy and youth programmes. However, as part of the BBC, it was suffering from its target audience switching to MTV or E4.
CHALLENGES
The challenge was to engage 16–34 year olds in a contemporary, innovative and interactive way so that they would want to watch more BBC Three...