New Foxtel channel BBC First starts promotional push with campaign from Droga5
BBC Worldwide is promoting its new premium British drama channel BBC First with a campaign from Droga5 which focuses on the complexity and unpredictability of great British drama which is set to roll out globally.
The new channel, which was conceived locally but is set to be rolled out as part of the global BBC brand, launches on Foxtel on August 3 with the promotional campaign kicking off this weekend.
BBC Worldwide ANZ director of brands and marketing Melissa Madden said: “It’s the BBC’s premium drama brand and what will be on it will be first run drama. For the first time ever, the BBC is going to have first run drama and it’s going to be ad free and fast-tracked from the UK.”
Madden acknowledged the channel model is a way to fight piracy in Australia (Mumbrella recently published a series on the issue which can be found here).
nice spot, but seriously, Droga is the only aussie talent on this!? and the branding is being done in the US?! cultural cringe much!
You need an agency to cut together some clips from your shows??
An Aussie agency has designed and developed the new bbcaustralia.com website as part of the channel launch efforts on June 1.
The new channel is to be rolled out in several regions globally, not just here, and I think that vid embedded above was done in-house at BBC AU not by the agency.
I look forward to seeing the agency piece.