Why BBC iPlayer is wasted on some

BBC iPlayer, a streaming platform, launched a campaign in the UK, targeting a younger audience, to improve audience perceptions of the BBC.

Campaign details

Brand: BBC iPlayerAgency: BBC Creative

Executive Summary

iPlayer wasn't seen as relevant to our young target audience. To prove them wrong, we poked fun at the assumptions they had made about iPlayer and its viewers. We humorously positioned iPlayer as an entertainment destination whose brilliance is wasted on the very people that young audiences associated it with; the out of touch, the uptight and the easily offended. This resulted in an iPlayer perceived to be more "on a level" and "modern" to a younger audience, as well as driving increased audience numbers.

Why BBC iPlayer...

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