The Bearing Witness spot provided a high profile broadcast moment in an unmissable environment. We recognised that the impact would be far greater if we amplified across owned, paid and earned channels. Using the takeover break on Sunday evening as our ‘jewel in the crown’, we divided the weekend into three activation phases:

Pre –House space, social posts and outdoor to build anticipation.

Mid –10” C4 ident to introduce the spot and reactive social posts to capture the reaction.

Post –Social media responses displayed on Outdoor screens and serving more Unquiet films in digital channels to further engage our audience.

As of February 2015 there were 5.8m 30” preroll views of Unquiet content and 306k YouTube views of the films. There were over 300m P.R. impressions and a social reach of 1.07m during the Homeland takeover.

The content resonated. 45% of viewers planned on watching more films and viewers were 13% more likely to be ‘happy to be seen with’ The Times.

Viewers were also more likely to take out a subscription. Visitors who viewed a film were 9x more likely to do this than visitors who didn’t. There was a 5x uplift if you saw more than two films.