RKCR/Y&R have created a sparkling and entertaining through-the-line campaign, ‘It’s Showtime’, for BBC One. Its aim is to capitalise on the nation’s excitement around this special time of year to promote all the great content the channel has to offer over the festive period.
The campaign, featuring Rob Brydon, follows the journey of a producer trying to get the BBC One Christmas show ‘on the road’. The campaign launched with a 30” teaser on 27 November but will roll out, in full, from Thursday 6 December night where we’ll see favourite BBC One talent such as David Walliams, Miranda Hart, Matt Smith, the cast of Call the Midwife, Lee Mack, Mrs Brown, Strictly’s Craig Revel-Horwood, the stars of EastEnders, Pudsey the dancing dog and even Shrek, join in with the festivities.
The through-the-line campaign features a 30” teaser, two 60” edits and a suite of shorter 20” edits in addition to seven new BBC One idents and a host of branded trails created by RKCR/Y&R and Red Bee Media. BBC One’s on-screen presence will be enhanced with the continuity of dedicated voice-overs and a consistent backdrop of Christmas branding. You might even see Shrek blowing kisses under the mistletoe!
Digital plays a key part in the campaign. RKCR/Y&R have developed an idea whereby BBC One audiences will be able to share their Christmas messages with the entire nation on the channel for the very first time. This has been incorporated into a multifunctional Social Media App, developed and built by Independents United, which also allows people to send Christmas greetings cards to one another and to build their own personalised schedule of must-watch programmes over the festive period. The app will live on the new BBC One Facebook page.
Live events in early December will add to the fun and BBC One will invite the nation to help ‘light up Christmas’ in conjunction with The One Show. On the 11 December, arts collective Seeper will present an architectural projection mapping light show on Television Centre, giving viewers a teaser of what's in-store for BBC viewers this Christmas.
Alison Hoad, RKCR/Y&R’s Vice Chairman, said:
“Christmas wouldn’t be Christmas without BBC One. From the Morecombe & Wises of yesteryear to the Mirandas of today, it’s not just about television. It’s about tradition.
When you consider the huge array of talent and programming, it’s amazing how BBC One fit everyone into the schedule. Which got us thinking about how much fun it might be showing how they try”
Aoife Liyanage BBC One’s Creative Marketing manager said:
“Because of all the great Christmas programmes BBC One has planned for the nation we felt the responsibility of helping our audiences find content they would enjoy more than ever. We’re really pleased with how our agencies and key BBC One talent have come together to help the nation enjoy all the Christmas content on BBC One. It’s Showtime!”