ABOUT

The world's biggest music competition was coming to the UK and the BBC was to be center stage. Alongside the main mass viewing campaign, we wanted to specifically bring young people into watching Eurovision.

The perception of Eurovision amongst the younger generation wasn’t overly positive, from terrible results, creating national embarrassment, to them viewing the contest as ‘dated’, ‘too cheesy’ or a ‘a little bit naff’ we needed to give young people a new reason to watch.

Our approach was to not ‘sell’ the reasons to tune in, but to rally the nations sense of pride with the contest on home soil. To show audiences this is a moment to prepare for, to get behind, and at the end of the day - have fun with friends and family. We are a nation that will dress up to the nines for horseracing, scream 180 in fancy dress at the darts and take part in things that are just a good laugh. This was the emotion and attitude we wanted to captivate with our campaign. So our approach ‘warmed up the nation’ for Eurovision. Reminding the masses to get the outfits, buffets and viewing parties sorted for this night to remember.

We also discovered genuine scientific research from the Imperial College London proving Eurovision had the ability to increase people's life satisfaction by a minimum of 13%. At a time when everything felt extremely doom and gloom for young people, with negative news and external pressures, a mood boost was very much needed.

To promote the unique benefits of watching Eurovision to the younger generation, we produced engaging, spoof scientific videos to run across social media. The films featured Layton Williams as our Eurovision Scientist, star of ‘BBC’s Bad Education’ and ‘Everyone’s Talking About Jamie’.