BBC Studios, the commercial arm of the renowned BBC Group, has launched its inaugural global brand campaign, “Made to make you think,” in collaboration with R/GA. This milestone initiative marks a pivotal moment in the BBC’s ongoing endeavor to extend the reach of the recently revamped BBC.com and BBC app on a global scale, with a particular focus on North America. The campaign incorporates paid marketing strategies encompassing social media, out-of-home advertising, and more.
“Made to make you think” reintroduces the BBC to global audiences, emphasizing its core values of delivering impartial information, inspiring content, and stories that transcend borders. The campaign imagery reflects the diverse range of content the BBC offers, from breaking news to captivating feature stories. As the most trusted news broadcaster worldwide and the leading major news brand in the U.S. according to the Reuters Institute, the BBC remains dedicated to its public service mission and unwavering commitment to truth without bias.
Rebecca Glashow, CEO of BBC Global Media and Streaming, affirms the campaign’s significance, stating, “‘Made to make you think’ underscores the BBC’s unique value proposition and reaffirms our dedication to reaching audiences worldwide with trusted news and storytelling.”
Jennifer Ball, Senior VP of Marketing at BBC Global Media and Streaming, highlights the campaign’s foundation in the BBC’s public service heritage, aimed at fostering engagement and understanding of global issues.
The centerpiece of the campaign comprises two 60-second films, “BBC Editorial Guidelines” and “BBC Made to make you think,” which will be showcased on select BBC digital platforms. Additionally, the campaign will extend its reach through display ads, pre-roll videos, and organic posts across various social media platforms. Targeting North American audiences, the campaign will employ paid media across digital, social, and audio channels, as well as out-of-home advertising in New York City’s subway system. The campaign’s score, composed by Stewart Mitchell of the Bleeding Fingers collective co-founded by Hans Zimmer, further enhances the message with its captivating soundscapes.
This campaign serves as part of the BBC’s broader expansion efforts outside the U.K., with a particular focus on North America. These efforts include the revamp of BBC.com and the BBC app, the introduction of the BBC News FAST channel, the launch of “The Global Story” podcast, and the expansion of the Washington, D.C. newsroom. BBC Studios spearheads these initiatives to leverage the BBC’s influence in engaging global audiences.