AKQA, Farringdon
BBC One, BBC Two, Nike & Booking.com
BACKGROUND
BBC Two is the leading edge of mainstream.
Aiming to provide a fresh approach to their audience's interests. They provide thought provoking, lively content to reward and fuel their audiences' curiosity.
An audience of inquisitve, passionate and young-at-heart viewers.
BBC Two must provoke a reaction on their social media channels by being informative, spirited and irreverent.
To make the audience laugh, debate, question and share.
CHALLENGE
Our viewers are eternal pupils — always hungry to learn. So each week, we feed their appetite for erudition at the after school club.
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Held on Twitter during the airing of certain shows, our audience’s viewing will be punctuated by exclusive facts and insights that contextualise the live programme they’re watching. And every now and again, when we’re short- staffed, we’ll ask one of our presenters or actors to assume the role of supply teacher. Once the show is over, we’ll open a forum to encourage questions and further discussion, bringing in people who worked on the show so we can, with our audience, collectively tap into their knowledge.
Home to inquisitive minds, BBC Two’s shows must live beyond the programming schedule.
We quench our audience’s thirst for knowledge beyond the post-show Q&A by bringing in academics and specialists to ensure that we offer expert answers to our viewers’ burning questions whenever they need it, no matter what it’s about. A donation and celebration of knowledge, all under one roof.
Every week, on Facebook and Twitter, BBC Two will disrupt its own posts with some light-hearted news. But is any of it actually true?
Multiple leaked endings to a dramatic season finale will keep our audience guessing, and who knows, maybe we’ll even steal a few denouements from our neighbouring channels. When it comes to sparking reactions, there’s nothing like a bit of newsance.
At BBC Two, our presenters are known for their sense of adventure and diverse range of interests, and just like our audience, they’re forever on the hunt for something new to learn.
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To spur them into action, each week we’ll challenge one of our presenters to teach a fellow BBC Two host something new. Via short Facebook and Twitter videos, our audience will uncover our presenters’ unexpected passions, and share in these unique and lively scholastic moments.
BBC Two family members are masters of their trade, keen to pass on their tricks and tips to our audience with their interests agog.
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We’ll use Instagram to publish a series of “how to” posts that teaches our audience different skills relating to our shows, ranging from Marvin Francis’ three minute up-do to Top Gear’s fuel saving guide. A click on the link will then take our audience straight to our Pinterest page, where they’ll receive instant access to expert tutorials.
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Let the discovery begin!
BBC Two’s idents are iconic; loved by generations, they are a hallmark of our identity.
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With specific props and icons that symbolise our shows, these playful idents, exclusive to social, will take on a life of their own. And just like their predecessors, they’ll be adored by our hardcore ident fans for years to come.
The enquiring mind is rarely devoid of opinion, regardless of how serious the subject matter.
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Each week, we’ll pick a topic that relates to one of our forthcoming shows, and launch a debate. Facebook and Twitter will announce the motion, and Instagram will play host to our audience’s video auditions. The most passionate voices will then be invited to compete in the live debate broadcasted on Google Hangout.
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Rebuttals at the ready!