BBC Doctor Who

The BBC, the UK national broadcaster, used a mobile sidekick ad unit to advertise its Dr Who television series to young British gaming and technology enthusiasts.

Campaign details

Brand: BBCLead agency: MobextRegion: EMEA

Objectives

Youth audiences are spoilt for content choice, with on-demand capabilities changing perceptions and expectations of how content is consumed. With this knowledge, the BBC started to place much more emphasis on reaching under 16s and early adults through media. The BBC sought existing opportunities for targeting youth with their entertainment proposition. Knowing young audiences have a range of outlets to consume media, it was crucial that they not only communicated differently to youth audiences, but measured performance differently via a framework that captured both volume and value....

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