BBC Three is ‘Too Big For TV’

The 16th Feb marks a historic moment for the BBC as this is the first time in the world that a national broadcaster will be moving from a linear broadcast channel to online-only. The essence of this campaign was to demonstrate the merging of the physical and digital worlds which we brought to life in OOH through the combination of digital and static outdoor media and mobile amplification.
Specifically targeted to capture 16-24s who say they are bored more often than any other age group, we firstly used Posterscope’s proprietary planner tool to optimise sites against our audience. Different designs were then planned to run on the interior/exterior bus shelter 6 sheets based on capturing dwell time. The interior sites due to their positioning and from previous campaign learnings were then geo-fenced with mobile activity through a company called Sync Spot. This delivered exclusive BBC Three content in ‘moments of boredom’ across all screens and devices to create excitement and engagement around the launch.
This targeted campaign was implemented on a national scale with focus on key cities in the UK including; London, Birmingham, Cardiff, Edinburgh and Manchester.