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

Folks Medievaner 17. september 2015 FROM BUSINESS TO MEDIA OBJECTIVES OBJECTIVE

BUSINESS OBJECTIVES MARKETING OBJECTIVES

• 100% Brand Awareness of BBC Brit • Slot Rating 1.5 for men for men 25-44 by end May 2015 age 21-50 on Mondays @ 22:00, three weeks (0.2 today). • Long: overtake Discovery and avg. • We suggest that this objective is rating of 0.5 for Top Gear in TG. lowered to 50% within the target group. TOP GEAR

@ MEDIA OBJECTIVES COMMUNICATIONS OBJECTIVES BBC BRIT • Create awareness of BBC Brit and • Give TG a reason to spontaneously Top Gear w. men age 25-44, by May associate BBC Brit as the new home 2015. of Top Gear • Trigger tactical tune-in Monday’s at • Engage Top Gear fans and give them 22:00. a reason to share content #Top Gear • High Reach: OOH, TV and Online #BBC Brit in Social Media • Show where to find the new EPG.

OBJECTIVE

Growth Drivers (Value and Volume) Consumer mindset

Increase Availability Not aware Increase Visibility Aware but non-consumption Increase Penetration CHALLENGE: “Make the target group Consumption but no loyalty Increase Frequency aware that BBC Brit is the new home of Top Gear, Regular Increase Weight and rapidly drive viewing consumption on the channel” Increase Perceived Value High Frequency consumption Increase Portfolio Value Exclusivity INSIGHT THE TARGET GROUP – THE MOST VALUABLE CUSTOMER PORTRAIT Men RATINGS Todays BBC E :0.2 ~ 1,7k 21-50 TV Universe 866 000 Short term goal: 1.5 ~ 13K Long term goal: 0.5 ~ 4,3k 1.1 million persons BBC universe 347 000 Men 25-44 TV Universe 606 000 0.8 million persons BBC Universe 241 000

Men 25-44 170.000 persons

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. Kilde: CCS 2013, SSB 2014, TNS TV-meter 2014 customer reviews, to engage and share content. DAVID PORTRAIT 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 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.

DEMOGRAPHICS Attitudes towards Brands, advertising, finances and society. 25-44 YEARS 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 IN A RELATIONSHIP AND IS risk-taker and often asked for opinions. A PLAYFUL FAMILY MAN.

OVERREPRESENTED IN LESS Is over average interested in advertising for electronics, mobile phones, cars and URBAN AREAS. sportswear. In addition he has high affinity towards specialist brands such as «Hifi-Klubben» the leading OWN A HOUSE. HiFi chain in Norway, Komplett which is the leading e-tailer in electronics. David also prefer the foreign lager beer Carlsberg.

6 Kilde: CCS 2013 DAVIDS MEDIA HABITS FOOTPRINT

Even though David can be For David the internet is a reached through more source of inspiration, he is a traditional media channels, he heavy user of search, product is best reached through digital reviews and active on debates media channels. and forums.

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 MORE DETAILS ON DAVIDS MEDIA HABITS 120 Daily Reach Size of bubble: Weekly average FOOTPRINT hours spent on media.

100 TV; 18

Internet on PC; 23 80

Social networking; 6

Internet on mobile; 7 60

National Press; 6

40

Radio; 9 Magazine; 3

20

Gaming; 5

Low index on daily reach 0 High index on daily reach 0 20 40 60 80 100 120 140 160 180

8 STRATEGY - TACTICS AND IDEAS FROM TASKS TO RECOMMENDED MEDIACHANNELS WE FOLLOW THE CONSUMER IN ALL THE STAGES OF THE CONSUMER JOURNEY Recommended STRATEGY Tasks Channels

TV Create awareness in broad target group. ATTENTION OUTDOOR Drive tune in. DIGITAL

GOOGLE Drive interest to our own platforms INTEREST PPC

Land interest in our own web channels to OWNED WEB SEARCH inform and engage target PAGE AND Collect cookie data FACEBOOK PAGE

TV ACTION Drive direct viewing DIGITAL

Give fans content to drive conversation FACEBOOK PAGE SHARE and engagement. Spread that POST ADS engagement through paid media. BBC BRAND WE MUST LEVERAGE BBC EXISTING ASSETS TO DRIVE EFFICIENCY IN ASSETS THE COMMUNICATIONS

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. at the Opera should trigger the followers

Distribution partners: TV-GRP, access to partners customers Must be utilized to gain unpaid reach in target, FOX, , Get, Altibox, Riks TV (newsletters, webpages, data) to increase total effect of launch.

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

3. Paid media for extra 1. Activate existing core Top Gear fans as reach and impact in broader target group advocates using content in owned and

paid social media: Fans as media. 2. Owned media and partners for 2. Utilize owned media from distribution- data, knowledge partners. Collect data and use these to and awareness build cost effective reach and relevant communications through display banners - Real Time Bidding. 1. Activate core Top 3. Use paid media to build awareness and Gear fans impact in the broader target group, and tools to drive tune in.

12 MEDIA AND THEIR OBJECTIVE

STRATEGY TACTICAL ACTIVATE CASE VIDEO

https://vimeo.com/139690189 RESULTS RESULTS

BUSINESS OBJECTIVES MARKETING OBJECTIVES

• Awareness goal: 59% • Top Gear short term rating goal: 1,5 • Result: 59% • Result: 2,8

• Beating BBC Entertainment’s average almost five times • Highest rating international TV station (8th biggest of all channels) TOP GEAR

@ MEDIA OBJECTIVES COMMUNICATIONS OBJECTIVES BBC BRIT • High Reach: OOH, TV and Online • Give TG a reason to spontaneously associate BBC Brit as the new home of Top • Result: total net reach (calculated) – Gear (N/A) 1,7 mill • Goal: Engage Top Gear fans: • Massive PR coverage on the stunt • 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

Takk for meg…