‘The new Doctor’s landing’ creative platform leant itself well to imagining ‘arrival’ scenarios and clever media placement where the idea could have mass relevant and impact. Hence the arrival boards at Stansted Airport were changed to announce it, train station digital escalator panels and the YouTube masthead offered fans chance to land the TARDIS in Parliament Square. Those who picked up clues would have been able to guess that something might be happening in Parliament Square. The spectrum of media choices worked together to help us target influencers, superfans but also helped us reach a younger, more diverse new audience.

With over 29 million impressions across YouTube Desktop and mobile versions. 8.74% interaction rate (far exceeding YouTube’s benchmark of 2.18%). Over 74,000 hours of Display time (achieving prolonged brand exposure).

The first episode reached a peak audience of 7.3 million views and was the highest series opener in four years.

The new Doctor has truly landed!