Case Studies - The BBC

Client: The BBC

Campaign: End of Story campaign

Brief:

To distribute and display single copies of the BBC booklets in bus stations and train stations so that they could be picked up by potential participants or viewers of the series.

Target Audience:

• . Office workers
• . Commuters

Campaign Description:

Link Communication provided promotion teams across 50 major UK cities and towns, targeting office workers and commuters inside train and tube stations.

The teams displayed one 'End of Story' booklet on every seating area and bench within each train and bus station. The activity was executed in the morning rush hour, so that recipients could start reading it on their journey to work.

The teams went on to refresh all books that were taken and also distributed booklets hand to hand and explained the concept behind the book.

The readers had the opportunity to write their own endings to the stories in the book and submit them to the BBC's competition. The winners for each story could then go and watch their story being made into a short film.

Results:

• Over 50,000 End of Story books were distributed over the course of just one day.
• The BBC were delighted with the campaign and recorded a high number of competition entrants.
• Link Communication continues to work in strategic partnership with the BBC over a wide range of projects.