Smart, modern digital media brands build awareness and social traction through their content, not via separate awareness-raising activities.

Through our extensive research, we found that young people are occupied, but restless. The fact that they’re always connected means they’re never doing ‘nothing’, but equally they’re never satisfied either. As one 16 year-old told us: ‘I scroll down my phone for a couple of seconds. If I don’t like the look I’ll keep scrolling.’

Quantitative research told us that 16-24s are simultaneously the most connected generation and the age group who most often say that they are bored.

This insight gave us a great platform for communication. Through the new BBC Three service we have the ability to fill those moments of boredom, wherever they are, however they’re connected, however much time they have and whatever they’re interested in.

The new BBC Three isn’t just IN the digital world, it’s OF the digital world.

We promoted BBC Three content to people who are on Snapchat via Wi-Fi from 7-11pm, because we know this is when teens are often at home with their family but not in charge of the remote.

We merged the physical and digital worlds to distribute content through an innovative use of new tech. A tech start-up called SyncSpot has developed a new technology that allows content to be delivered within a tightly specified geographical area. By connecting SyncSpot’s technology with 6-sheet OOH posters at bus stops, shopping malls and colleges around the UK, we delivered BBC Three content to mobile devices, specifically within areas where we knew young people would be hanging around with time on their hands, actively searching for something to fill that time.

We created truly meaningful connections that gave the new service a genuine purpose in young people’s lives and smashed our challenge to generate excitement, and increased interaction, with BBC Three.

BBC Three on BBC iPlayer has seen a massive boost in performance since launch and that boost has sustained elevated viewing figures in the weeks since – a key indicator of success.

Since launch BBC Three has consistently outperformed average performance on BBC iPlayer – the online platform viewers can access programming from across all BBC channels:

• In launch week it made up 8.2% of total requests, compared to the typical figure of around 4.7% - up by nearly 2 million requests on the week before.

• In week 2 (w/c 22nd Feb) and week 3 (w/c 29th Feb) BBC Three made up 7.2% and 7.9% of total requests respectively, highlighting sustained performance.