Bbc Advertising Case Study Compendium December 2013

8/10/2019 Bbc Advertising Case Study Compendium December 2013

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A COMPENDIUM OF CASE STUDIES


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Part of BBC Worldwide, BBC Advertising sells commercialopportunities across BBC platforms to deliver great

results for your business globally, regionally or in yourlocal market.

The BBC has a worldwide reputation for providing balancedimpartial news coverage on BBC World News, bbc.com

and BBC World Service websites. Their high quality contentattracts audiences who tend to be more sophisticated,

more widely travelled, more affluent and more influentialthan those around them. The power of the global BBC

brand is being harnessed to broaden the appeal ofbbc.com beyond news to offer dedicated sections on

personal finance, the arts, motoring, innovation, and travelthat attract new users, deepen engagement with our

existing audiences and keep them coming back for more.

This combination of high quality content and high qualityaudiences offers considerable benefits to advertisers.

Typically, our audiences are more engaged and trust usmore than other international media owners. This filters

through to how they perceive advertising, which in turn isreflected in the positive results enjoyed by our clients.

For information on the latest advertising opportunities,visit advertising.bbcworldwide.com

THIS COMPENDIUM OF CASE STUDIES SHOWS HOW

QUALITY WINS WORKS FOR OUR ADVERTISERS AND

HOW THE CORE VALUES OF BBC WORLDWIDE ARE

AT THE HEART OF THEIR SUCCESS.

Quality Wins

Carolyn GibsonEVP INTERNATIONAL ADVERTISING SALES


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Contents

AUTOMOTIVE26 Kia

23 Michelin

CONSUMER GOODS7 Audemars Piguet

13 LOral10 TAG Heuer

ENERGY & ENVIRONMENT32 DuPont

FINANCIAL SERVICES8 Coutts

30 HSBC

INTERNATIONAL PROPERTY27 CapitaLand

14 Sothebys International Realty

TRAVEL & TOURISM24 Emirates22 Maldives Tourism

11 Peruvian Tourism Board

16 Thailand Department of

International Trade Promotion

20 Tourism Malaysia

4 Turkish Airlines

TELECOMMUNICATIONS28 Etisalat

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Turkish Airlinesscores with Sport Today

A longstanding advertiser with the BBC globally, Turkish Airlines

had previously advertised successfully on bbc.com and the BBC

News App for iPhone. However, given the airlines strong focus

on sport, BBC Advertising proposed sponsorship of Sport Today,

BBC World News flagship daily sports news programme.

BBC World News viewers are twice as likely to have taken 11+

business trips in the past year*, making it the ideal platform to

reach the executive frequent flyer.

The Sport Today sponsorship ran in bursts throughout 2013/2014with the 60-second spot featuring Lionel Messi and Kobe Bryant.

The sponsorship was tactically scheduled throughout the year to

target key sporting events aligned to Turkish Airlines objectives.

The results were impressive**:

134% uplift in brand awareness of Turkish Airlines

among those who had seen its campaign on BBC World News

compared to those who had not seen the ad.

282% uplift in brand favourability for Turkish Airlines

among those who had seen its campaign on BBC World News

compared to those who had not seen the ad.

Those who had seen the ad on BBC World News were 81%

more likelyto have used Turkish Airlines than those whohad seen the ad elsewhere.

Having recently signed FC Barcelona forward Lionel Messi as a Global Brand Ambassador

in September 2012, Turkish Airlines wanted a relevant platform to promote its new

commercial featuring Messi and basketball star Kobe Bryant. Targeting business and first-

class travellers, the airline also wanted to communicate its association with German soccer

team Borussia Dortmund and specific golf events such as the European Tour and the

Ladies European Tour, and basketballs Euroleague and Eurocup.

The Sport Today sponsorship was a perfect

fit with our marketing objectives to promote

our multiple partnerships with sporting events

and reach a valuable audience of frequent

business travellers.

Serdar Ekrem Sirin,

Advertising Manager, Turkish Airlines

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Source: *Global EMS, 2012. **BBC Adscore, May 2013.

CREATIVE EDGE

HIGH-FLYING BRAND

VITAL STATISTIC

TELEVISIONSponsorship ofSport Today on BBC World News

60-second spots

in brand favourabilityon BBC platforms

against those who hadnot seen the ad**

11+

BBC World News viewers are twice as

likely to have taken

business trips in the past year*

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Source: *Media Brand Values, 2011 (Base: Global, weekly users of each website, bbc.com excludes UK users) % of visitors who agree the site is trustworthy.

**Media Brand Values, 2011 (Base: Global, weekly viewers of each channel) % of viewers who agree the channel is trustworthy.

In news, the value of trust cannot be overstated. Whenever we consume media, its important to knowwhether you can believe what you see and hear. Have the facts been checked and verified? Is it free from

political or commercial influence?

This cuts to the core of what the BBC stands for; accurate, unbiased, independent reporting. In fact, theBBCs constitution, which is framed by a Royal Charter, guarantees that all BBC activities are free from

commercial or government influence. Amongst our competitor set, this makes us unique.

The BBC is the most trusted brand in global news, both online*and on television**.

The high level of trust that our audience feels is based on decades of building a reputation formeeting the highest standards.

TRUST

bbc.com53%

48% wsj.com

37%cnn.co

m

23%

skyn

ews.c

om

28%

tim

e.com

eco

nomist.co

m

30%

euronews.net 32%

bloomberg.com 34%

ft.com

35%

cnb

c.com

35%

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Source: *DoubleClick, 30 June, 2012.

Audemars Piguet wanted to promote the launch of its new

Royal Oak Collection to high net worth males and raise overall

awareness of its brand.

Having identified its key target markets as Europe, Middle East

and Asia together with New York, California and Florida in the

USA, a geo-targeted digital campaign with the BBC seemed

the perfect choice for delivering the right audience profile in an

uncluttered trusted environment. For maximum impact, BBC

Advertising delivered a solution for the luxury watchmaker

to run half-page ads on the News and Business homepages

on bbc.com and banner ads on the BBC News App for iPad.

Using geo-targeting also enabled Audemars Piguet to maximise

share-of-voice in its key markets making its campaign budget

work harder.

With over 1.2 million impressions delivering an overall average

click- through rate of 0.45% (way above the industry average)

and an iPad click-through rate achieving an average of 0.63%*,

it really was time well-spent.

Time well-spent with BBC Advertising

CREATIVE EDGE

CLICK CLICK, TICK TICK

ONLINEBanner campaign on the BBC News App for iPad | Half-page ads on News and Business homepages of bbc.com

impressions delivering an overall average click-through rate of 0.45%

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Understanding thenew dynamics of wealth

The BBC has a worldwide reputation for creating quality

content and providing balanced impartial news coverage on

BBC World News and bbc.com. These platforms were the

perfect fit for Coutts to communicate its commercial messages ,

with its own heritage and roots firmly planted in the UK.

BBC World News and bbc.coms high quality content attracts

audiences who tend to be more sophisticated, more widely

travelled, more affluent and more influential than those around

them*: an audience that Coutts would want to reach.

BBC Advertisings communication strategy for Coutts targeted

high net worth individuals via sponsorship of a new multi-

platform series called Changing Fortuneson BBC World News

and bbc.com, combined with an extensive supporting

marketing and PR campaign that included press advertisements,

promotional events, and collateral.

Changing Fortunesfeatured a new generation of innovators,

entrepreneurs and business success stories offering a window on

our changing world. This six-part series challenged assumptions

about patterns of wealth in the 21st century.

For more than 300 years, Coutts has delivered private and commercial banking, wealth

management and international financial services to wealthy and influential individuals.

In 2012, Coutts wished to increase its brand awareness outside the UK and chose towork with BBC Advertising to create a campaign that would improve global brand

awareness and consideration for its services.

Insight and an in-depth understanding have driven

Coutts commitment to service the needs of our

clients for over 300 years, and that commitment

remains as true today as it ever was. Were proud

to be the sponsor of the

BBC World News series that brings you a new

perspective on the worlds wealth.

Ian Ewart,

Head Of Products, Services and Marketing, Coutts

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CREATIVE EDGE

TELEVISIONSix 22-minute sponsored programmes | One-minute sponsored vignettes | Coutts ad campaign

ONLINESponsorship of Changing Fortunes on bbc.com | Ad campaign on bbc.com/business, BBC Mobileand the BBC News Apps on iOS and Android

MARKETING & PRA campaign included ads in the Financial Timesto promote the series | Coutts employee screenings in London, Geneva

and Zurich | DVDs and launch brochure for clients and staff

Source: *EMS 2013, PAX Asia Q2, 2013.

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TAG Heuer, Official Timekeeper of Ferrari throughout the

1970s, recently partnered with the makers of the Ron Howard

film Rushthat recreates the sexy and glamorous golden age of

Formula One racing. It tells the story of the rivalry between

gifted English playboy James Hunt and his disciplined Austrian

opponent Niki Lauda.

BBC Advertising approached TAG Heuer with the opportunityto associate exclusively with all coverage of the films premiere

on topgear.com. The campaign also included a competition

on the Top GearFacebook page to win one of the new TAG

Heuer Carrera Calibre 1887 Chronograph watches.

The competition was open throughout September 2013 toTop

Gears 13 million Facebook fans. It attracted over 12,000 views

with 4,370 completed entries.

Top Geardrives engagementwith TAG Heuer

ONLINEBanner campaign | social media | competition

4,370Facebookcompetition entriesSource: Facebook, October 2013.

CREATIVE EDGE

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The Peruvian Tourism Board created a new country brand

campaign with the tagline Whatever you need is now in Peru.

It highlights Peru as a destination for self-discovery as well as

adventure, culture and travel. It was seeking a global audience

of international travellers to promote not only tourism but also

business investment in Peru.

BBC Advertising created a media plan on BBC World News

covering North America, Latin America, Asia-Pacific and Europe.

BBC World News is the most trusted news channel in the world*

and a survey of its viewers revealed that 75% would travel to

an unknown destination if it had a good recommendation from

a trusted source**. The commercials were placed strategically

around the channels flagship business, sport and current affairs

programmes as well as around Latin America Beats,a series of

vignettes highlighting the best music across the region.

The targeted campaign was a tremendous success. The terms

most strongly associated with the commercial were luxury

(74%) and innovative (73%)***.

TELEVISION50-second commercials

CREATIVE EDGE PROVEN PERUVIAN

Discover yourself in Peru

in brand favourability compared to those

who had not seen the advertisement***

Source: *Media Brand Values 2011.

**BBC Global Minds Travel Survey 2012.

***BBC Adscore, October 2012.

We chose the BBC to launchour Peru country brandcampaign because of itsreputation. It is a perfect

platform to reach out to ourkey audience, providing uswith valuable international

exposure.

Rafael Tapia Medina,Country Brand Advertising and

Communications Coordinator,

Peruvian Tourist Board

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BBC World News and bbc.com have completed an extensive global study into how people consume news contentand the multiple screens they use to do so. The survey questioned 3,610 people in the top 20% income bracket

across nine markets. It investigated how they get news content and what they think of any advertising that appearson the devices they use.

The findings reveal compelling reasons why brands should advertise alongside news content:

How news is consumed across multiple screens

Media plans should include all screens. People now use a range of devices to get their

news content depending on where they are, time of day, and whether they want a quickupdate or in-depth information.

People expect to see ads alongside

news content. People respond to

advertising across all screens with one

in seven users indicating that they had

responded to a mobile ad in the last four

weeks. Responses to TV and desktop are

one in five and one in four users respectively.

average weekdays spent consuming news

News is an addiction and a

central part of peoples lives.

People spend several hours a day

engaging with news content.

43%29%18%10%

Source: BBC and InSites Consulting, 2012.

CONNECTINGTHE STORY

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A winning formulaLOral and the Melbourne Grand Prix

As one of the sponsors of the Melbourne Grand Prix, LOral

was looking to raise its profile around this prestigious event

and drive traffic to its own LOral MenExpert site.

The target audience was men over 30, an ideal fit with the

bbc.com Asia-Pacific audience whose average age is 40. A

banner campaign was booked to run on the News and Sports

pages of bbc.com around the time of the Grand Prix.

As a new client to BBC Advertising in Australia, LOral

wanted to get its campaign online quickly. The

BBC Advertising team made sure they

maximised exposure. So while Sebastian

Vettel was taking the chequered flag,

LOral already had a successful

campaign in the bag.

The campaign performed well with strong

response rates well above average, confirming

the strong fit and relevance of the BBC male

audience for this campaign.Karen Bywater,

Client Service Director, LOral

CREATIVE EDGE

ONLINEBanner campaign on Sports and News pages

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Sothebys International Realtyfinds agreat home for its brand on bbc.com

The fact that more than 65% of affluent bbc.com users in

the USA shopped for real estate online in the past month*,

and 40% of bbc.com users in Europe own a second home**,

reinforced the notion that bbc.com provides the ideal

platform to the brands target audience.

BBC Travel creates new editorial content every day and, as

part of its continuing mission to engage its audience, a new

column calledLiving In... was introduced. The 26-instalment

column offers insights into the lifestyles of those who call the

worlds most interesting and beautiful locations home.

To elevate the impact of its bbc.com media commitment,

the Sothebys International Realtybrand became the launchsponsor of Living In, which commenced early 2011. The

column is a prime example of BBC Travels ongoing mission to

provide relevant and engaging content for its audience.

The campaign extended across bbc.com, mobile platforms and

social media through promotion via Facebook and Twitter. The

audience response exceeded all pre-launch expectations in

terms of page visits, unique visitors and advertising response.

With a 51% increase in posi tive feelings towards the company,

words most associated with the Sothebys International

Realtybrand were luxury, innovative and quality. bbc.

com users were also 38% more likely to consider buying

from Sothebys International Realtyand 24% more likely

to recommend using the brand than those who saw the adselsewhere***.

Sothebys International Realty Affiliates LLCsuccessfully broadened its identity as the

premier luxury international real estate brand through an integrated campaign on

bbc.com. In choosing a media platform that shared an iconic heritage, affluent

constituency and global presence, the Sothebys International Realtybrands presence

on bbc.com resonated with the sites globally elite audience.

We chose to work with the BBC, an iconic brand,

because of its reputation as a trusted, premium

platform with impressive creative capabilities.

Our campaign has helped us reach our clientele,

providing us valuable international exposure.

Wendy S. Purvey,

Chief Marketing Officer,

Sothebys International Realty Affiliates LLC

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40%of affluentbbc.com usersin the USA shopped for

real estate online in the

past month*

ad impressions across all platforms - over

nine million more than estimated

ONLINEBanner campaign | Smartphone | Social media

CREATIVE EDGE

BUILDING AWARENESS

65%

Sources: *Nielsen @Plan Release 3, 2011. **EMS & CEMS Summer 2011, bbc.com monthly users excluding UK.

***BBC Watch Test, January 2011. ****BBC AdScore, May 2011.

Dart for Publishers.

of bbc.com users

in Europe own a

second home**

VITAL STATISTICS

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Source: *BBC World News distribution report (full- and part-time distribution), March 2013. Europe and global figures excludling UK.

**Omniture July - September 2013, monthly page view average. Does not include mobile traffic. Due to sampling rate, figures are accurate to approximately 95% accuracy.

***Omniture July - September 2013, monthly page view average - bbc.com on desktop, mobile, BBC News App for iOS and Android combined.

361 million

58 million

One billion

households worldwide*

unique users generating

519 million page views**

page views per month via

desktop, mobile and apps***

BBC World News reaches

bbc.com has

Africa

Asia PacificEuropeLatin AmericaMiddle East/North AfricaNorth America

South Asia

8.2

63.109.912.024.8

116.5

26.5

million

millionmillionmillionmillionmillion

million

With journalists in more countries than any other international news broadcaster,BBC World News and bbc.com are able to truly connect with audiences around the globe by living the story.

Live the Story is BBC World News and bbc.coms brand positioning.

Building on their world-class reputation as trustworthy, authoritative news providers, Live the Storyembodies

the authentic on-the-ground perspective of BBC correspondents across the world.

This unique insight and in-depth reporting has attracted a global audience, offering a truly global reach.

TRULY GLOBALREACH

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Featuring crisp writing, stunning pictures and beautifully crafted video, BBC Culture on bbc.com offers thelatest in global culture in all its forms, from high art to pop. Drawing on the BBCs long heritage of in-deptharts reporting and programme-making, BBC Culture provides an intelligent, witty and stylish destination for

an aspirational global audience

When BBC Culture was launched in May 2013, advertisers were keen to showcase their brands on thisexciting new platform. With the guidance and creative solutions offered by BBC Advertising, they were able

to reach a large, high-quality audience drawn to this sophisticated feature site.

With rich and diverse content, BBC Cultures first month online garnered some impressive results:

Source: Omniture, May 2013.

250,000 unique views

50,000 video views1.5 million page views


800,000 page views


2.5 million page views

SPEAKING

TO THE PASSIONSOF OUR AUDIENCE

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BBC Advertising helpsTourism Malaysia meet travellers

Tourism Malaysia wanted to showcase the diverse travel

experiences available in Malaysia to a global affluent audience,

promoting the country as a world-class travel destination that

offers something for everyone.

As a longstanding advertising partner with Tourism Malaysia,

BBC Advertising conducted a bespoke advertising effectiveness

research study at the end of its 2012 campaign that asked

how potential visitors view Malaysia and the role played by any

advertising they see on BBC platform in terms of forming their

perceptions. The research directed the weighting of its 2013

campaign to focus on Australian and European audiences.

Tourism Malaysia already had creative for TV and online

commercials and so it was looking to BBC Advertising to propose

a tactical media plan aligned to relevant quality content.

BBC Advertising proposed a tactical advertising campaign on

BBC World News, BBC Knowledge, bbc.com, lonelyplanet.com

and in Lonely Planetmagazine.

The campaign was targeted to appear alongside content

relevant to the BBCs travel audience. The heart of the creative

proposal was the production of a bespoke printed Lonely Planet

guidebook. Written by expert travel writers from the Lonely

Planetteam,Meet Malaysiahighlighted key themes featured inTourism Malaysias marketing activity: food and drink; arts and

culture; nature and adventure; and leisure and relaxation.

With valuable creative support and strategic direction from BBC Advertising,

Tourism Malaysias campaign raised Malaysias profile as a world-class destination,

appealing to its key audience of affluent travellers.

BBC Advertising has again proved to be a valuable

and proactive partner, giving Tourism Malaysia

the perfect platform to reach out to our key

audiences, offering new perspectives and excellent

creative guidance.

Dato Abdul Khani Daud, Director,

Advertising Division, Tourism Malaysia

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RELEVANT RESEARCH

CREATIVE EDGE

TRULY TOWERING PERFORMANCE

uplift in brand favourability

among those who had

seen the campaign on BBC

platforms against those whohad not seen the ad

of those who saw the ad

on BBC platforms said

that they would consider

visiting or recommendvisiting Malaysia

BBC research on Tourism Malaysias

2012 campaign suggested that the focus

for 2013 should be on Australian and

European audiences

ONLINEBanner campaign | Targeted advertisement placement

PRINTSpecially-writtenMeet MalaysiaLonely Planet guide book

TELEVISIONTactical advertising campaign

Source: BBC Adscore, May 2013.

232% 67%

. I

.

Produced byLonelyPlanetfor

MeeMALAYSIA

Ntur . Cultur . Relatio . Cuisin

FOOD&DRINK

norbertwu/gettYiMages

FOOD&DRINK

Malaysiais ahungry travellersdreamdestination.Fromhawkerstallstohigh-endrestaurants,nowhereelseinAsia aretheelementsofthreegreatculinarytraditions China,IndiaandtheMalayarchipelagosointertwined,withEuropeancolonialflavoursaddedforgoodmeasure.Eatwell,eatoften!

CHICKEN SATAY

TROPICAL FRUIT

14

FOOD&DRINK

1514

FOOD&DRINK

andrewwatSon/GettyimaGeS

imaGeSuppliedbytouriSmmalaySia

XXXXXXXXXXXXXX

DIVING,PULAU SIPADANTheworlds most colourfulmarinelife from thecommonplacetoutterly alien fish,molluscs andreptiles consider theseawallof Sipadan tobeprimerealestate. They livehere and eat here,and lucky you,youget todive here.

TREKKINGIN DANUM VALLEY,SABAHDanumValleysforesti solderthanhumanitytrekkingitis oneofthe moststirringexperiencesinBorneo.Spottinganimalscan bedifficultin thebrush,butthatmakes thelizards,frogs,vipersandothercrittersall themoreamazingwhen youseethem.

SNORKELLING,PULAU PERHENTIANPulauPerhentiansclearbluewatersattractsnorkellersfromfarandwide.You donthavetoswimfarfrom shorebeforefindingyourselfinsidearainbowcloudoffish ofallshapesand sizes.

TAMAN NEGARAInsidethisshadowyjungleancienttreesdwarfdelicateorchidsandrareflora.Makingtheirhomewithinareelephants,tigersandleopards,plussmallerwonderssuchasflyingsquirrelsandmonkeys.

ADVENTURENATURE&

RAFFLESIA FLOWER

NATURE&ADVENTURE

NATURE&ADVENTURE

393838


ARTS&CULTURE

CULTUREARTS&

You dont have to look far to see Malaysiascultural mix of Malays, Chinese and Indians,alongside colonial influences: in the Chineseshophouses and heritage homes of PenangsGeorge Town; the multicultural mix in MelakasChinatown; and in thekampungs and longhousesof Borneo.

ARTS&CULTURE

HAND-PAINTED BATIK

PERANAKAN MANSION

2726

ARTS&CULTURE


Simonbracken/GettyimaGeS

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With white sands, turquoise lagoons and

beautiful weather, the Maldives is the

epitome of an exclusive holiday destination.

Maldives Tourism was looking for a media

partner to connect it with affluent global

leisure travellers. The BBC offers an

upmarket audience, with 57% of the

bbc.com/travel audience spending over

$1,000 per person on their last major trip*and 85% of BBC World News viewers saying

that they are happy to pay extra for quality**.

BBC Advertising created a multi-platform

campaign across Asia-Pacific, India and

Europe including a custom-made 30-second

TV commercial and sponsorship of BBC

World News weather bulletins. The

campaign paid dividends. With more

than three million impressions online, the

audience of luxury consumers was delivered

so even more people should now see thesunny side of life in the Maldives.

Sunny side up

ONLINEDisplay and pre-roll

advertising on video on

demand

TELEVISIONSponsorship of weather bulletins

Adjacent 30-second

commercial commissioned by

BBC Advertising

Luxurywas the top

attribute as

perceived by people

who had seen the

advertising on

BBC World News***

Source: *BBC Global Travel Survey, March

2010. Total base=755.**EMS Summer 2012. BBC viewers

defined as those who have seen the

international TV news channel or visited the

international website in the past month.

***BBC AdScore, October 2012.

CREATIVE EDGE RESULT

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Peruvian chef Gaston Acurio and Spanish pastry chef Jordi Roc Japanese artist Teresa Chiba and Scottish artist David Shrigley

Emirates takes flight as alifestyle brand

Emirates had already identified a target audience of Globalistas

- frequent travellers who often spend time living and working

aboard. What distinguishes a Globalista is the desire to

connect with and immerse oneself in new cultures.

The airline wanted to associate itself with inspiring and

engaging cultural content and to reach Globalistas around

the world: an ambitious strategy that found a good fit with

the BBC .

The multi-platform solution centred around Collaboration

Culture, a new seven-part series, which took 14 diverse

artists from different parts of the world and followed their

collaboration to create new products and experiences.

Emirates sponsored the series, which was supported by a full

promotional marketing and PR campaign.

The advertising campaign truly delivered global reach with 23

million viewers on BBC World News and 23 million impressions

online*, a host of good press coverage and intense social media

activity. The campaign hit the mark with its audience with

77% of those surveyed more likely to fly Emirates on their

next flight*. The key result, however, is that Emirates is now

positioned as a lifestyle brand.

Emirates came to BBC Advertising with a relaunch of its brand and sought to communicate its new

Hello Tomorrowpositioning. The goal was to change perceptions of Emirates from being simply an

airline to being a lifestyle choice.

BBC Advertising provided us with the

perfect sponsorship opportunity to meet our

objectives and position Emirates as a lifestyle

brand in the minds of our target audience.

Mark Weaver, Media Manager, Emirates

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Viewers aware of theseries sponsorship were

more likely to agree that Emirates is abrand that carries globally minded people66

%

CREATIVE EDGE

COLLABORATION CLEARLY WORKS

Source: *Brand Driver cross-media research, August 2012.

TELEVISIONSponsorship of seven 22-minute programmes

and 50-second vignettes | Adjacent commercial campaign

ONLINEDedicated Collaboration Culture section on bbc.com with exclusive

adjacent advertising | bbc.com/travel | Social media

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DrivinginnovationTranslated into English, Kia means rising

out of Asia. This Asian tiger has big plans.

It wants to become one of the top 10

automotive brands in western Europe.

Kia has a global commitment to surpassing

customer expectations through continuousinnovation. To raise awareness of its core

brand beliefs, it launched a new advertising

campaign in late 2011 called The Power to

Surprise.

BBC Advertising put together a tactical

spot campaign around high profile and

core news programmes on

BBC World News. This includedWorld

News Todaywith Zeinab Badawi and

World Business Reporttargeted at the

European audience.

The campaign delivered excellent results

with viewers clearly associating Kia with

innovation, the power to surprise and

youthfulness.*

TELEVISIONSpot advertising around

selected programmes

increase in attributingKia as innovative*

Source: *GMI BBC World News Kia survey, November 2012.

ACCELERATING AWARENESSCREATIVE EDGE

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TELEVISIONAd campaign across Asia-Pacific targeting key business/

news programmes and Olympic sports news

Source: BBC AdScore, October 2012.

CREATIVE EDGE STRONG RESULT

uplift in brand favourabilityafter seeing the campaignon BBC platforms againstthose who had not seen

the ad

2012 provided a unique opportunity to existing BBC

Advertising client CapitaLand. One of Asias biggest

real estate companies, its core business is focused

on growth in Asia-Pacific and Europe. Its advertising

usually airs from November to January but by

running its campaign around the 2012 Olympic

Games, CapitaLand was able to reach more seniorbusiness decision-makers and take advantage of

the higher levels of engagement with BBC news

platforms during the summer.

A tailored campaign around key BBC Olympics

news coverage saw excellent results.

As sporting records were being smashed in

the Olympic Park, CapitaLand was laying the

foundations for a high performance future.

Great timing deliversgreat results

ONLINEPre-roll advertising and accompanying banner

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Etisalat - now youre talkingIn 2013, Etisalat launched The Etisalat Prize for Literature, the

first-ever pan-African prize celebrating first-time writers of

published fiction books. The prize aims to serve as a platform

for the discovery of new creative talent out of the continent

and promote the burgeoning publishing industry in Africa.

Etisalat wanted to run an advertising campaign that would

promote the prize and literacy across Africa. It found the

perfect match with a Talking Books sponsorship on BBC

World News. From 22 June to 14 September 2013, Etisalat

sponsored the programme, with opening and closing billboards

and adjacent spots on the channel in Africa.

Talking Booksis an in-depth interview programme featuring

international best-selling authors from around the globe.

Presenters Razia Iqbal and Gavin Esler uncover the themes

that run through each writers work, the characters they haveinvented and the development of their writing style.

The Talking Books series included interviews with top authors

including Aminatta Forna, Pakistani author Mohsin Hamid and

Nigerian writer Chimamanda Ngozi Adichie.

LITERARY LINK-UP

READ ALL ABOUT IT

TELEVISION60-second commercials

uplift in brand favourability

for Etisalat among those

who had seen its campaign onBBC World News compared to

those who had not seen the ad

Source: Adscore, July 2013.

Nearly 8 out of 10respondentswho had seen the ad on BBCWorld News would recommendEtisalat to others

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ENTERTAIN, EDUCATEAND INFORM

Source: Omniture July - September 2013 monthly page view average on

desktop, mobile and apps.

Source: Nielsen @Plan Profiling Report, Release 2, 2012 (Q1 2012).

more likely to provide advice oncars and automotive

of bbc.com audience are interested incontent around culture and the arts

More than twice aslikely to have taken 12+trips abroad last year

Source: BBC Global Minds Survey, Global ex UK bbc.com users, September 2011.

Source: Global EMS 2012 base is all respondents (64,127,000 / 52,234).

BBC Autos, Capital, Culture, Future and Travel on bbc.com engage audiences beyond the news.

This rich, insightful content appeals to the bbc.com viewers mindset away from the headlines. Fuelling their passion forthe arts and culture, technology and innovation, exploration and discovery, and personal development.

31%

86%

try to keep up withtechnological developments

72%

reaching viewers activelyinvolved in the management of

their personal finances

NUMBER ONE

page views

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Source: Nielsen @Plan Profiling Report, Release 2, 2012 (Q1 2012).

Source: @Plan Profiling Report Rel 1, 2013 (Q4, 2012).


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Looking forward withglobal vision

HSBC shifted its strategy in 2011, creating a new campaign

with the strapline in the future. It was looking to target

international businesses who want a financial partner to

help them stay ahead.

The goal of the campaign was to build awareness of HSBCs

role in international business and drive engagement and usage

of its commercial banking products and services. HSBC alsowanted to position itself as an authority on global trends and

communicate its vision for the future of banking.

BBC Advertising offered a new multi-platform series called The

Ideas Exchange for sponsorship. The eight-part series explored

the minds shaping global business, bringing together business

leaders from around the world to talk about business trends and

share the secrets of their success.

The campaign was a hit on all fronts, driving greater engagement

and usage of HSBC products and services. Crucially, 75% of

financial decision-makers thought the sponsorship made HSBC

appear future focused*.

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agreed HSBC is the worlds leading international bank**

Source: *Ipsos MediaCT, November 2012.. **Ipsos MediaCT, November 2012, viewers of the HSBC-sponsored programme The Ideas Exchange.

SPONSORSHIP IS A SOUND INVESTMENT

CREATIVE EDGE

TELEVISIONEight 22-minute sponsored programmes | Sixteen 50-second sponsored vignettes | Adjacent ad campaign

ONLINEExclusive ad buyout on The Ideas Exchangeon bbc.com | Ad placements on bbc.com/business, BBC Mobile and BBC News App

ADDITIONAL ACTIVITYFinancial Times full-page ads to promote the series | eDM to BBC World News audience database

A DVD of the series for HSBC to send to its clients

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We are astounded by the success ofHorizons.

We know from three waves of research that our

commitment to the collaborative science space

innovation... that message is getting through.

Erich Parker,

Director Of Corporate Communications,

DuPont

DuPonts aim was to move from being perceived as a chemicalcompany to being seen as a dynamic scientific research company,

with a future-focused, sustainable purpose.

It developed the phrase The Global Collaboratoryas an expression

of the collaborative nature of its business with scientists,

environmentalists, futurologists, engineers and local communities

in developing new solutions to global problems.

DuPonts challenge was to reposition its image and raise

awareness of its mission to protect people and the environment,

specifically to reduce dependence on fossil fuel, support food

security, and to demonstrate its commitment to collaborative and

innovative solutions.

BBC Advertising proposed a two-phase content-drivencommunications strategy. A panel was created, including Nobel

Prize winners, economists, scientists and business people to identify

20 social and environmental challenges facing the planet over the

next decade. Once identified, those 20 issues and possible solutions

were to be explored in a sponsored TV series called Horizons.

Horizons was commissioned by BBC World News and sponsored

by DuPont, who also ran an adjacent advertising campaign.

The campaign was a huge success, with 48% of viewers seeing

DuPont as being an industry leader*. Whats more, the perception

of the brand changed as DuPonts commitment to protect people

and the environment was clearly understood by the audience.

A new formula inThe Global CollaboratoryTodays world undoubtedly faces many challenges, from global warming, to feeding a

growing population, to our dependency on fossil fuels. DuPont believes that the best

way to solve these challenges is through scientific discovery. While it has invested

heavily in sustainable solutions and is continuing to do so on an ongoing basis,

DuPont wanted to address the negative perception of its brand.

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increase in association of

DuPont with feeding agrowing population*

Source: *GMI and BBC Wave 3 research 2012. Base: viewers versus non-viewers.

CREATIVE EDGE

SCIENTIFICALLY PROVEN

TELEVISIONTwenty 22-minute sponsored programmes | Forty one-minute sponsored vignettes | Sponsored programme trails

ONLINE

Horizons content on bbc.com | Dedicated DuPont-sponsored Horizonsmicrosite | Social media

MARKETING & PRFinancial Times ads to promote the series | Social media and publicity campaign

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Here are the results:

Display advertising on bbc.com can affect user behaviour towards

the brands that are advertising on its pages.

The effects of advertising can be seen in many different ways, from a lift in product sales to increasedtraffic to a website to improved brand metrics. As technology evolves, there are ever more sophisticated

ways of tracking consumer behaviour.

AdEffx is a methodology for tracking online advertising developed by comScore. Using this methodology,

we were able to track the online behaviour of two million bbc.com users globally, excluding UK, by usingcomScores online panel. All advertising running on bbc.com was tagged, which enabled us to directly

track user interaction with the ads.

ADVERTISING WITHTHE BBC WORKS

Source: bbc.com Engagement Study, September 2011, comScore. Comparison to behaviour on other news and information websites.

32%46%

40%

longer spent on

bbc.com pages

more people visit the

advertisers website

more searches for an

advertisers brand

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Discover more atadvertising.bbcworldwide.com

At BBC Advertising, our experienced sales teams have the global expertise to provide advertisingsolutions across multiple BBC commercial platforms that deliver the best results for your business.

Scan the code to find out how we do this by reading our advertising case studies or browsingthrough some of our clients advertising campaigns for inspiration.

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Bbc Advertising Case Study Compendium December 2013

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