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....