The BBC strives to keep itself relevant to each emerging generation of viewers through carefully targeted, efficient campaign media buying. The casting of Jodie Whittaker as the new form of Dr Who, the first female actor to play the role, offered the perfect opportunity for the BBC to show its progressive ethos and values to the UK’s student demographic.

Our Work Together

Rockbox built a bespoke BBC campaign of 220 digital OOH screens across the network, and used mobile data to make sure the heaviest TV/content consumers were targeted.

The Result

The final consolidation BARB ratings for the week of 1 October 2018 show DR WHO to be the most watched show on British television- beating Strictly Come Dancing- with the debut episode garnering 10.9 million views. It was the highest first episode for a new Dr Who since the show began in 1963. The BBC returned to us for promotion of KILLING EVE, CLIQUE and RADIO 1.

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