As competition from streaming giants grew the BBC faced a challenge to remain relevant and valued. Many people thought of the BBC as just TV, so the brief was to remind audiences how much more there was to it, by repositioning it as a varied set of services. Because there’s no other media brand that offers such range – from TV, to radio, podcasts, news, sport, education tools, weather and beyond.

The Not Just Telly films use some of BBC’s most popular TV shows to demonstrate the breadth of what the BBC has to offer beyond TV. Using iconic scenes from much-loved BBC shows, we allowed each scene to start as expected, then be interrupted with an unexpected BBC service. This contrasting tone and out of context service landed the simple message in an entertaining way.

The campaign cut through, with audiences describing it as ‘entertaining’, ‘enjoyable’ and ‘memorable’. It made the BBC feel more relevant, driving a +24% uplift in perceptions that the BBC is ‘for me’. And it made people use the BBC more, driving a +21% uplift in audiences saying they’d consume the BBC.