R/GA, Marketing Agency
A NEWS CAMPAIGN MADE TO MAKE YOU THINK
The BBC has been a trusted, global destination for news and entertainment since its inception in 1922. However despite its sterling reputation, it hasn’t traditionally been top of mind destination for consumers in the US market. To change this, R/GA partnered with BBC Studios, the commercial arm of BBC Group, to develop their first ever US brand campaign "Made to Make You Think.” The campaign represents a significant milestone in the BBC’s continued efforts to grow its presence in North America and shape the future of news and entertainment consumption.
Brand Vision & Strategy
Initial Content Strategy
Brand Campaign Development
Brand Campaign Production
+25%
Over benchmark intent to visit from the ad
90th
Percentile attention
+37%
Video completion rate
+13%
Click through rate
+31%
Lift in ad recall
“The BBC brand is firmly rooted in its public service heritage—created to provide impartial news and information to help people engage with the world around them. ‘Made to make you think’ reflects this legacy --it's a bold campaign that underscores what sets the BBC apart from all other media.”
Jennifer Ball SVP of Marketing for BBC Global Media and Streaming
Recognizing the BBC's unique place within the U.S. market as a perceived outsider, R/GA identified the opportunity to position the BBC above the polarized US media landscape by simply telling viewers “We're not here to tell you what to think.” Setting out with the mission to “restore the grandeur” to news, the "Made to Make You Think" campaign aims to highlight the BBC's identity and values, resonating with current consumers and advocates, seeking to inspire the U.S. audience to explore the BBC further and engage with the brand across platforms.
The full 360 campaign, which included large-scale OOH and Times Square placements, was driven by two films. The first, which was directly inspired by the BBC’s Royal Charter, showcases the BBC’s mission to provide impartial news and share inspiring stories from around the world. The second spot provides viewers with a wider look at the BBC’s offerings, showcasing the breadth of the BBC’s content - from hard-hitting news coverage to award-winning entertainment and lighter features. The films utilize footage captured by journalists and videographers, showcasing the authenticity and integrity of their global reporting.
Spanning film, digital, social, audio, and out-of-home, each touchpoint of the campaign was created to prompt the audience to consider an issue or perspective with clarity and substance. The music, created by the composer collective Bleeding Fingers co-founded by Hans Zimmer, enriches the overall message with its distinctive and captivating soundscapes.
The effectiveness of the campaign and the core message "We're not here to tell you what to think. We're made to make you think." is undeniable, with clickthrough, recall, and completion rates all well over benchmark numbers.