BBC3 / Rap Game
Various Locations in London, August 2019
Who – BBC3 / Rap Game
BBC is the world’s oldest national broadcaster and the largest broadcaster in the world. Their BBC3 channel recently relaunched as an online-only channel and they wanted to use a new reality music competition ‘Rap Game’ to elevate the streaming service. BBC wanted to create a colourful and recognisable campaign that increased consideration for using the streaming service.
Where
BBC3 decided the best way to reach their audience was by booking 2 Giant Poster sites in Brixton and Kingsland Road, as well as taking over both the inside and outside Boxpark Croydon. This allowed them the make a huge impact in 3 major urban hubs in London and target high footfall pedestrian traffic and a leisure audience with inside Boxpark Croydon.
How
The colourful creative featured rap heavyweights and show presenters, Krept and Konan. By using recognisable faces that were synonymous with the target audience, the campaign was able to cut through to what is typically a hard to reach audience, not necessarily receptive to TV advertising.
Result
Thanks to our very own Giant Poster research, we were able to see just how effective the OOH campaign was. There was a 10% increase in positive perception towards BBC3 for those who saw the giant poster versus those who hadn’t. Ad recall was also 15% higher for those exposed to the OOH campaign.
With consideration being the key metric for most advertising campaigns, it was great to see that consideration for BBC3 was 16% higher in those who had seen the Giant Poster.
