Our idea was to tell a story of togetherness to create a sense of Nationwide togetherness. In the context of a Country feeling somewhat divided, BBC One would tell a heartwarming tale of a Father attempting to stay on top of work, daily life and the preparations ahead of Christmas – while his daughter prepares for her big performance at the School Festive Concert. We called it ‘The Supporting Act’

The story would tap in to relatable insights for all. The idea of losing sight of what matters as we attempt to stay on top of life. The idea of being there, but not being there. And the importance of making time for what really matters.

Our focus was not on creating lots, but fewer things right. Meaning we created the campaign idea of ‘Christmas Together’ led by a flagship film, with supporting content trails.

On the 29th November we began to tease the campaign across all owned BBC channels.

We then gave BBC users a preview, sending it in advance of its broadcast and turning our users into an early source of word of mouth.

Then came the big launch, announced in BBC’s biggest show - Strictly.

Then we ‘switched Christmas on’ across the network of the BBC. Cross-promoting the film, discussing it on The One Show, Radio 1 Breakfast and many more.

On BBC One all idents became part of the campaign –creating a visual language that went across the channel.

As social media picked up and showed their love for the film, we used listening to react to the most influential people and create more conversation.

Combined with coverage across major press outlets as big and varied as Metro, Mashable and Vogue the campaign was widely recognised for having ‘won Christmas’.

The reaction to the campaign was exceptional.

It tracked as the most successful BBC campaign ever for novelty, with 40% of the audience believing it to be stand out and new for the BBC. This scored higher than the likes of John Lewis and Marks & Spencer.

It was also the BBC most engaging campaign ever. Scoring 77% amongst the BBC’s most challenging demographic of 16-34yr olds.

33% of the audience felt that following the campaign they believed the BBC made a difference to enhance their lives.

The scale of the campaign was also unprecedented.

It had a reach of over 116million thanks to social pick up and press coverage.

The film had consolidated views across digital platforms of 65 million – that’s before accounting for the reach of the film through the BBC’s owned broadcast network.

It was the most watched, most liked and most commented on Christmas film of 2017.

And beyond the reach and scale of the campaign, it created conversations in press and amongst our audience about the importance of not just being together, but being together meaningfully. Of paying attention to what matters at a time of year when it matters most.

The campaign made people believe in Christmas Together.