The promo&activation message was clear: BBC Brit is launching in Norway and you need to tune in to the premiere 13th of April. “The Stig vs. Team Norway”-event’s main objective was to create attention around BBC Brit, show people what they can expect and, most importantly, make people tune in to the premiere 13th of April. Every element of the campaign carried this message. The start-/finishing line of the actual race and The Stig’s car were covered with the premiere date and a call to action to tune in. The social media stories and the PR angle were all pushing the premiere date and reasons to choose BBC Brit.

We created an epic event in the perfect place to mark BBC Brit’s arrival in Norway, The Holmenkollen ski arena, the most sacred place in Norwegian winter sport. The event was at the core of the launch. We then utilized owned media from distribution-partners and PR to gain more reach of the event. We used paid media and partnerships to build awareness and impact in the broad target group, and to drive tactical tune in at launch time. This was carefully timed to create high impact right before and during the launch of the channel.

The ratings on the premiere night exceeded the goal set by BBC by 100%, (3% audience viewership) making BBC Brit the biggest international TV channel in Norway. The media coverage generated by the event had an estimated value of 8 million NOK which gave us around 375% ROI. We gained a coverage of 40% of the population and an organic coverage of 10% of the population, 40% of the core target audience. Videos from the event were watched by more than 1 million people on facebook, youtube and vgtv during the campaign period (in a country with 5 million people).