The Solution
In a mutually-beneficial collaboration, the BBC joined forces with Dish Network in Mexico to bolster
online sign-ups for the cable provider’s introduction of the BBC’s children’s channel.
To achieve the desired sign-up numbers, our team at Royer worked closely with the BBC to help create a
captivating digital experience that not only established strong branding but also enticed users to try out the channel.
Royer packed engaging kid-friendly online games, puzzles and downloads into a playful microsite brimming with
entertaining videos and intriguing animated banners. This immersive experience helped lead audiences to convert,
translating into increased channel sign-ups.
The Result
The campaign’s outcome was nothing short of remarkable, garnering over 100,000 page
views and 60,000 conversion visits. As a result of this collaboration, the Return On Advertising Spend
(ROAS) reached an exceptional 3:1 ratio, marking a resounding success for all
involved.
BBC Entertainment
Through an innovative marketing approach encompassing strategic signage, a joint-tradeshow booth, and
monumental building murals, the BBC strategically captured the attention of millions in Mexico City,
making a lasting impact on the audience.
Launching BBC Entertainment in Mexico City came with its set of challenges. The channel had to compete in
a highly competitive entertainment landscape and distinguish itself as a top choice for adult viewers
seeking gripping dramas and action-packed content. Establishing brand recognition and expanding the viewer
base were pivotal goals for the BBC.
The Strategy
The BBC strategically deployed a combination of indoor and outdoor signage techniques throughout Mexico
City’s bustling commerce centers, including shopping malls and busy street corners, with the primary goal
of building awareness and softening up the audience. These captivating signage displays featured
eye-catching visuals, bold slogans, and snippets of the channel’s most captivating content, effectively
drawing the attention of passersby and generating intrigue among potential viewers.
Furthermore, the awe-inspiring 10-story building murals were strategically placed to create an unmissable
spectacle that left a lasting impression on the urban landscape and the minds of the city’s inhabitants,
contributing to the overall awareness-building effort.
The signage techniques and monumental murals served as precursors, preparing the audience for the
conversion tactics that would follow via a heavy online banner and retargeting campaign. This
well-thought-out online campaign targeted the audience most likely to be interested in BBC Entertainment’s
content, guiding interested individuals towards becoming dedicated viewers of the channel. The combination
of offline and online efforts worked seamlessly to captivate the audience, build brand awareness, and
ultimately drive successful conversions.
Head-turning bus wraps
Eye-catching bus wrap advertising cleverly captured people’s attention in the often slow-moving traffic
of Mexico City, leaving a lasting impression on commuters and passersby alike.
Eye-catching Signage
The strategically placed indoor and outdoor signage, artfully scattered throughout high-traffic areas
of commerce, such as shopping malls and street corners, garnered widespread attention for the brand.
A CITY TURNED BLUE
Over several months, the peppering of BBC Entertainment outdoor advertising across Mexico City helped turn the city blue, creating a lasting impression on the inhabitants.
