This is a story about an unlikely hero. In a world where superheroes come mostly dressed in lycra, shooting webs or wearing capes and speaking in husky voices, this is the story of a Doctor with a screwdriver. There are no iron suits for this superhero, just a well starched collar.
By focussing on the things they knew their audiences loved about their superhero, and creating a year of fan events to remember, BBC Worldwide celebrated the most profitable year in Doctor Who’s history, not just through hard sales, but through a global campaign.
How? By delivering a year of activity featuring a series of ‘firsts’ for Doctor Who (and a TV show), including brand partnerships, a global simulcast, global cinema screenings, live fan events, digital activations and effective amplification through PR, social & digital.
The overall objectives were to:
- Make 2013 (the 50th Year of Doctor Who) the biggest revenue year in the brand’s history
- Drive global awareness and engagement levels to an all-time high
- Maintain momentum into 2014, proving the 50th wasn’t a one-off moment in the show’s history
The regional commercial objectives were to:
- Re-energise the brand in the UK and Australia
- Push further into the mainstream in US
- Increase awareness of Doctor Who beyond the key markets of UK, US and Australia
During this period, global awareness was increased by 8%, up from an already high average of 60% in 15 key territories surveyed. Across the twelve months the campaign delivered PR exposure in excess of £35m. And year end results were delivered for FY 2013/14 of 48% up on budget (the best financial performance ever for the brand) and FY 14/15 is on track to deliver in excess of 25% up on budget.
Not bad for a time travelling Doctor from the planet Gallifrey.
To register your interest or to find out how to enter the next Excellence Awards visit our Awards site.
Login to download the full case study below:
(Please note: parts of this case study may have been redacted for confidentiality purposes.)