2008 Winners & Shortlists

Media

Grand Prix Gold Silver Bronze Shortlist
TARGETING THE ZONE OF DISAPPOINTMENT
BBC
BBC IPLAYER
MPG London, UNITED KINGDOM

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Type of Entry:Product & Service
Category:Publications & Media
Title:TARGETING THE ZONE OF DISAPPOINTMENT
Advertiser/Client:BBC
Product/Service:BBC IPLAYER
Entrant Company:MPG London, UNITED KINGDOM
Advertising Agency:MPG London, UNITED KINGDOM
2nd Advertising Agency:MEDIA CONTACTS London, UNITED KINGDOM
Creative Credits
Name Company Position
Clare Chapman MPG Account Director
Emma Thwaite MPG Marketing Director
Justine Halsey MPG Marketing Manager
Sharon Braude Media Contacts Group Account Director
Sanita Sandhu Media Contacts Account Director
Marie Oldham MPG Strategy Director
Kate Cox MPG Strategic Director
Emerson Bramwell MPG Strategist
Leticia García Ventosa Havas Media SVP Global Catalyst

Results and Effectiveness:
More users in launch week than any rival service - 100 m downloads in 6 months. Rival Channel 4 took 2 years to achieve figure - 1.1m users per week - 61% awareness in 3 months - Unique usage pattern - other VOD sites peak in the day - iPlayer peaks in the evening just like normal TV

Creative Execution:
We launched on Christmas Day: - Biggest day for ‘TV Disappointment’ in the UK, as many programmes are shown at the same time. - The whole family is together, so it is easy to spread online know-how across generations. We used multiple media touchpoints to encapsulate the ‘Zone of Disappointment’ strategy. The trick was to clearly link the message about programme content with the timing of media delivery – either immediately after the programme aired or the morning after. Digital was a key part of the strategy – out of home and online – because it allowed to accurately control when and where the message was viewed.

Insights, Strategy and the Idea:
BBC was launching iPlayer,its Video on Demand service, and wanted to make it the number one choice for consumers. BBC was the third UK TV channel to launch a video on demand service, so it needed to 'catch up '. We overturned the conventions of new technology product launches. The conventional thinking is to identify the ‘sweet spot’ target audience, which in this case were young technological early adopters who download online video (few people). Instead, we targeted a need state,by reaching out to people who didn’t want to miss a TV programme of their interest (everyone). Our strategy was to target the ‘Zone of Disappointment’, which is when people realise they’ve missed a show they were looking forward to watch, but they were either working late, out, or just forgot to turn it on. Therefore, we targeted not just the ‘who’,but also the ‘when’ and ‘where’.