The BBC was looking for a long term media platform which would allow them to target the elusive 15-24 year old market and their secondary target audience of families. It was vital that the BBC's radio and TV offering be allowed to speak for itself, without being pushed onto the audience.

Activity

DCM developed the Short Film Showcase to allow an advertiser to enhance the cinema experience with engaging content.

This provided the BBC with a platform that would directly access their target audience and allow them to have full creative licence over this unique cinema space. The BBC used this to their advantage by running executions that simply wouldn't work in any other environment, such as the Radio 1 creative which relied solely on sound and had no visual element until the last few seconds of the two minute piece.

The flexibility of the Short Film Showcase allowed the BBC to run a variety of creative executions in the 4-minute space. This execution Dr Who and Radio One Breakfast Show

The BBC’s Short Film Showcase campaign launched nationwide across all the main cinema circuits in November 2007 and will run through to March 2009.

Results
The campaign has been extremely well received by cinemagoers with positive results in terms of recall, perception and claimed viewing.

The campaign begins with the Chris Moyles Breakfast Show audio-only ad and was followed by highlights from the Dr Who Christmas special. This execution was recalled particularly well by family audiences:

(BBC Research 2007)