BBC Worldwide
Connecting luxury brands with the world’s most trusted news brand.
BBC Worldwide operates as the BBC’s commercial arm, working with brands to connect them with over 120 million people worldwide who consume BBC content on TV, online apps, and social media each week.
Out of this vast audience, two audience segments significantly over-index across BBC platforms; World Achievers and the Culturally Curious. With shared characteristics such as a high level of wealth, education, and a global perspective, there is an obvious affinity for luxury brands targeting C-suite executives and high net worth individuals.
BBC Worldwide commissioned Bonsai to research, curate, and design a presentation and sales assets for their Media Team to encourage global luxury brands to consider advertising with BBC World News and BBC.com.
This project involved Bonsai working in-house with the BBC’s marketing and research teams. A significant element involved mining and interrogating vast amounts of internal and external data, which helped shape a narrative that demonstrated how the BBC’s unrivalled depth and insight played a vital role in the lives of high-net-worth individuals.
To validate the narrative, we explored our audience’s attitudes and news consumptions, examining the role that news and, more specifically, the BBC plays in High Net Worth Individuals’ lives and what drives their affinity towards different print, TV, and online news brands. From here, the project examined trends of usage towards BBC platforms, trends of consumption by day-parts, the most suitable advertising opportunities and formats, and detailed case studies of luxury brands who had partnered with BBC products to achieve their campaign and brand objectives.
Our designers then turned the narrative into a heavily visual presentation and set of support materials. Our vision was to take the BBC’s commercial audiences through a journey that would engage their head and heart and do justice to the rich and awe-inspiring content that the BBC is famous for worldwide.