clearchannel.co.uk | @clearchanneluk | Find out more: letscreate@clearchannel.co.uk
POWERPOINT CASE STUDY
In January 2019 the BBC launched a new hit talent show: The Greatest Dancer. As an entirely new programme, the BBC looked to create awareness and build excitement with their target audiences ahead of the new dance competition. Featuring a stellar line-up of judges, a squad including Cheryl Tweedy and Alesha Dixon, the campaign used the celebrities to draw attention to the show.
The distinctive, bright creatives dominated 25 shelters nationwide across 15 locations, providing impact and standout, as well a welcome splash of colour on grey winter days!
CREATE INSTALLATIONS
The Greatest Dancer is unlike any other show - the audience is in complete control! The auditions take place in front of a giant mirror, where the dancers perform. Similarly, unlike any other Out of Home campaigns, for this project mirrored 6-sheets were installed into the roadside Adshel units.
Clever copy brings the show’s format to life, whereby the audience can vote on the acts behind the mirror. Coinciding with the specially produced mirrored 6-sheets, full domination shelter wraps featured the show’s line-up of world-class dance captains to further raise the profile.
CLICK ME
Creatives that feature people on average attracted +4% more attention
and were viewed +11% longer
CLICK ME
Clear Channel and the BBC worked together to create nationwide coverage across 15 different locations and a total of 25 full domination bus shelters, including 50 Adshel posters. The sites were hand selected based on audience segmentation and high footfall locations based
on Route data.
Clear Channel collaborated with partners Rocket Graphics, AdCity, Havas Media and the BBC to survey, design and deploy 25 bespoke installations nationwide. The shelters
were simultaneously deployed across all locations within
24 hours of the campaign going live.
BEHIND
THE SCENES
WRAPPING
A NATION
VIDEO
Credits
Agency: Havas Media
Specialist: Adcity
Production: Rocket
To reinforce the use of the mirror in the show, fully reflective creatives were installed into the panels, vinyl wrapped to display the copy:
"Mirror, mirror on the wall, who's the greatest dancer of them all?"
The eye-catching design commands attention as the reflections in
the poster move with the audience viewpoint of the display. It's also
a great place to check your hair on the morning commute!
Source: Talon Creative Testing Insight
MIRROR, MIRROR
BEHIND
THE SCENES
Credits
Agency: Havas Media
Specialist: Adcity
Production: Rocket