We created ‘Perfect Day 2018’: an authentic reflection of young modern Britain and their unfiltered version of a perfect day. We choose to remix the famous BBC advert from 21 years ago, showing how much the UK has changed in that time and what perfection means for this audience. A diverse cast of real people perform a contemporary version of Lou Reed’s ‘Perfect Day’. Each character delivers a line that is particularly poignant to their story.

The cast is made up of contributors that have featured in BBC Three content, each with a unique story to tell. We see Rochelle who suffers from the rare skin condition vitiligo but her perfect day is still being confident in her own skin. We see Chris who lost both his legs in Afghanistan and suffers from PTSD but his perfect day is when he feels free while scuba diving.

The activity ran on the Snapchat discover homepage in the UK, it reached over 6 and a half million unique users in the UK and delivered over 30 million impressions among those users. It was a short-burst, mass reach format running for 24 hours only on the 10th March and was visible to any Snapchat user in the UK who accessed the Snapchat discover page during that time. The user would initially see a top tile with Perfect Day imagery and then once within the ad, they would see our 90” creative broken down into individual 10” snaps with the option to swipe up and see more from each character in the film. Using this format meant Snapchat users could choose to engage with the campaign more deeply - by watching the film and then further, by swiping up to hear more from our contributors - as well as guaranteeing mass awareness from our presence in the ‘shop window’ of Snapchat.

30.6 million impressions

Reached 54% of Snachat’s daily users in the UK

34 seconds average view time on the long form videos, compared to Snapchat’s 3-second average