BBC Launches New Campaign, Positioning IPlayer as an Entertainment Destination ‘Like Nowhere Else’

Nov. 25, 2020

The BBC has launched a brand new iPlayer campaign, positioning the service as an entertainment destination ‘Like Nowhere Else’ to run across social, OOH and television.

The campaign celebrates BBC iPlayer’s unique combination of Live and On-Demand content and the growing role this gives it in British popular culture; from live moments and events that reflect the mood of the nation, like Stormzy’s iconic Glastonbury set, to shows you can watch whenever it suits, like EastEnders and Fleabag.

 

The work positions the service as a streaming service ‘Like Nowhere Else’.

As streaming habits change, BBC iPlayer is becoming the online gateway to all BBC programmes. It brings audiences a 'Total TV' experience, with everything viewers want from BBC television in one place.

The ‘Like Nowhere Else’ launch campaign celebrates a host of iconic live events and legendary BBC shows; paying homage to the grand slams, headliners, characters and catchphrases that have become part of our collective consciousness.

It remixes these moments in original, irreverent ways, to create something truly unique.

Aimed at new audiences that are tuned into popular culture, the campaign emphasises the BBC’s role in creating iconic cultural moments that transcend its channels and services.

The work launches with 12 anarchic social films, from PRETTYBIRD UK and director, Yousef. They feature an all-star BBC cast and an army of collaborators and craft techniques - from 3D animation to live action, archive footage, stop motion and illustration.

Collaborators include Smearballs, Dom Spall, Darri, Felix Von Liska and Dave Packer.

One film shows the infamous Ian Beale, suspended in the sky, raining tears down on Wimbledon, whilst another shows a miniature gymnast swinging from RuPaul’s glammed-up earrings.

The films are supported by an identity refresh, spanning OOH and social, designed by Mirjami Qin and illustrated by Tim McDonagh, Jim Stoten and Benson Chin.

A national OOH campaign launched to coincide with the release of the films across social media at the beginning of November. During November this messaging will be supplemented with a content-led layer of work across all channels supporting the vast array of comedy, drama and documentary box sets available on BBC iPlayer. The TV advertisement will follow at Christmas.

Becca Pottinger, Creative Director, BBC Creative said: 

“With ‘Like Nowhere Else’ we wanted to celebrate the unique role that BBC iPlayer plays within British popular culture and position it as a one-of-a-kind destination. The idea gave us license to treat shows and characters in unexpected ways, building a world as unique as a Villanelle assassination, Ian Beale crying face and RuPaul putdown put together.”

 

Kerry Moss, Portfolio Head of Marketing, BBC iPlayer said:

“The ‘Like Nowhere Else’ campaign shines a light on BBC iPlayer’s unique mix of live and on demand content – from the huge range of premium boxsets, live events, the BBC’s linear channels to breaking news. By playfully bringing together some of our best content and talent, the campaign shows that BBC iPlayer is the very best way to watch BBC TV.” 

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