Why BBC iPlayer is wasted on some

BBC iPlayer, a streaming platform, launched a campaign in the UK, targeting a younger audience, to improve audience perceptions of the BBC.

Campaign details

Brand: BBC iPlayer Agency: BBC Creative

Executive Summary

iPlayer wasn't seen as relevant to our young target audience. To prove them wrong, we poked fun at the assumptions they had made about iPlayer and its viewers. We humorously positioned iPlayer as an entertainment destination whose brilliance is waste