THE LAUNCH OF BBC BRIT IN NORWAY An inside out approach on media strategy

Folks Medievaner 17. september 2015

BUSINESS OBJECTIVES MARKETING OBJECTIVES

MEDIA OBJECTIVES COMMUNICATIONS OBJECTIVES

FROM BUSINESS TO MEDIA OBJECTIVES

• Top Gear Slot Rating 1.5 for men age 21-50 on Mondays @ 22:00, three weeks (0.2 today).

• Long: overtake Discovery and avg. rating of 0.5 for Top Gear in TG.

• Create awareness of BBC Brit and Top Gear w. men age 25-44, by May 2015.

• Trigger tactical tune-in Monday’s at 22:00.

• High Reach: OOH, TV and Online

• 100% Brand Awareness of BBC Brit for men 25-44 by end May 2015

• We suggest that this objective is lowered to 50% within the target group.

• Give TG a reason to spontaneously associate BBC Brit as the new home of Top Gear

• Engage Top Gear fans and give them a reason to share content #Top Gear #BBC Brit in Social Media

• Show where to find the new EPG.

TOP GEAR

@

BBC BRIT

OBJECTIVE

Consumer mindset Growth Drivers

(Value and Volume)

Increase Availability

Increase Visibility

Increase Penetration

Increase Frequency

Increase Weight

Increase Perceived Value

Increase Portfolio Value

Not aware

Aware but non-consumption

Consumption but no loyalty

Regular consumption

High Frequency consumption

Exclusivity

CHALLENGE:

“Make the target group

aware that BBC Brit is the

new home of Top Gear,

and rapidly drive viewing

on the channel”

OBJECTIVE

INSIGHT

THE TARGET GROUP – THE MOST VALUABLE CUSTOMER

Men 25-44

0.8 million persons

Men 25-44

170.000 persons

Men 21-50

1.1 million persons

Kilde: CCS 2013, SSB 2014, TNS TV-meter 2014

TV Universe 866 000 BBC universe 347 000

TV Universe 606 000 BBC Universe 241 000

PORTRAIT

The core target group, playful men who will

share something or talk about cars , car adverts

and “car fun” with others on Facebook, Twitter,

YouTube, blogs, forums, reviews and mobile. customer reviews, to engage and share content.

RATINGS Todays BBC E :0.2 ~ 1,7k

Short term goal: 1.5 ~ 13K Long term goal: 0.5 ~ 4,3k

DEMOGRAPHICS

DAVID

6

David typically enjoy going to the pub but also likes to keep himself fit. At home he play pc/console games and relax whilst listening to music or cooking dinner with a good glass of wine.

He also goes regularly to concerts and have a high interest in sports. David is also passionate about spending time with the family on activities such as visiting the beach, parks, zoo, entertainment and visit leisure parks.

Care about fashion brands and consider himself to have style. See himself as very capable, know the latest trends and is a expert on the latest technology. Is considered by others as a risk-taker and often asked for opinions.

Is over average interested in advertising for electronics, mobile phones, cars and sportswear.

In addition he has high affinity towards specialist brands such as «Hifi-Klubben» the leading HiFi chain in Norway, Komplett which is the leading e-tailer in electronics. David also prefer the foreign lager beer Carlsberg.

The typical Top Gear fan is overrepresented in less urban, extremely passionate about cars, have higher education, is in a relationship, with non or one child, typically earn more than 400 000 NOK, is playful, passionate about sport activities, whilst he also love to spend time with the family.

Interests and activities

Attitudes towards Brands, advertising, finances and society.

25-44 YEARS IN A RELATIONSHIP AND IS A PLAYFUL FAMILY MAN. OVERREPRESENTED IN LESS URBAN AREAS. OWN A HOUSE.

Kilde: CCS 2013

PORTRAIT

Even though David can be reached through more

traditional media channels, he is best reached through digital

media channels.

For David the internet is a source of inspiration, he is a

heavy user of search, product reviews and active on debates

and forums.

DAVIDS MEDIA HABITS

David is active in social media and uses it to keep in touch with friends and people

with common interest. He is an author and contributes actively

with content in blogs, high interest-communities , Facebook and YouTube. David is a go to person among friends

when it comes to technology and cars. He is very likely to engage with the launch of

Top Gear on BBC Brit.

Kilde: CCS 2013

FOOTPRINT

8

TV; 18

Magazine; 3

National Press; 6

Internet on PC; 23

Internet on mobile; 7

Social networking; 6

Radio; 9

Gaming; 5

0

20

40

60

80

100

120

0 20 40 60 80 100 120 140 160 180

High index on daily reach Low index on daily reach

Daily Reach Size of bubble: Weekly average hours spent on media.

FOOTPRINT

MORE DETAILS ON DAVIDS MEDIA HABITS

STRATEGY - TACTICS AND IDEAS

FROM TASKS TO RECOMMENDED MEDIACHANNELS WE FOLLOW THE CONSUMER IN ALL THE STAGES OF THE CONSUMER JOURNEY

INTEREST

SEARCH

ACTION

ATTENTION TV

OUTDOOR DIGITAL

GOOGLE PPC

OWNED WEB PAGE AND

FACEBOOK PAGE

TV DIGITAL

Recommended

Channels

Create awareness in broad target group. Drive tune in.

Drive interest to our own platforms

Land interest in our own web channels to inform and engage target

Collect cookie data

Drive direct viewing

Tasks STRATEGY

SHARE FACEBOOK PAGE POST ADS

Give fans content to drive conversation and engagement. Spread that engagement through paid media.

WE MUST LEVERAGE BBC EXISTING ASSETS TO DRIVE EFFICIENCY IN THE COMMUNICATIONS

11

What Value Implications

Facebook - Top Gear page 147.369 fans Large fanbase to activate

Facebook – Stig page 88.920 fans Large fanbase to activate

Webpage – Top Gear for Norway 100.000 visits form Norway pr month Use cookie data to retarget fans in paid media

YouTube Channel X amount of Norwegian users Upload content to Norwegian users. The Stig at the Opera should trigger the followers

Distribution partners: FOX, Canal Digital, Get, Altibox, Riks TV

TV-GRP, access to partners customers (newsletters, webpages, data)

Must be utilized to gain unpaid reach in target, to increase total effect of launch.

BBC BRAND ASSETS

RECOMMENDED MEDIA STRATEGY: A 3 STEP MEDIA STRATEGY WITH AN “INSIDE OUT” APPROACH

12

STRATEGY

1. Activate existing core Top Gear fans as advocates using content in owned and paid social media: Fans as media.

2. Utilize owned media from distribution-partners. Collect data and use these to build cost effective reach and relevant communications through display banners - Real Time Bidding.

3. Use paid media to build awareness and impact in the broader target group, and tools to drive tune in.

3. Paid media for extra reach and impact in

broader target group

2. Owned media and partners for data, knowledge and awareness

1. Activate core Top Gear fans

MEDIA AND THEIR OBJECTIVE

STRATEGY

TACTICAL ACTIVATE

CASE VIDEO

https://vimeo.com/139690189

RESULTS

BUSINESS OBJECTIVES MARKETING OBJECTIVES

MEDIA OBJECTIVES COMMUNICATIONS OBJECTIVES

RESULTS

• Top Gear short term rating goal: 1,5

• Result: 2,8

• Beating BBC Entertainment’s average almost five times

• Highest rating international TV station (8th biggest of all channels)

• High Reach: OOH, TV and Online

• Result: total net reach (calculated) – 1,7 mill

• Massive PR coverage on the stunt

• Awareness goal: 59%

• Result: 59%

• Give TG a reason to spontaneously associate BBC Brit as the new home of Top Gear (N/A)

• Goal: Engage Top Gear fans:

• Result: 265 000 engagement on Facebook alone (view, likes, share, comments)

• Goal: Show where to find the new EPG.

• Results: 5 400 click on targeted ISP banners and 3 400 click on calendar alert

TOP GEAR

@

BBC BRIT

Takk for meg…