BBC Earths “SEVEN WORLDS – ONE PLANET” LAUNCH 2019

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PREAMBLE

Seven Worlds, One Planet became a major success in Norway through solid press work, careful messaging, and a successful screening. This in spite of the fact that the series was shown on BBC Earth, a niche linear TV channel in Norway.

BACKGROUND

The creators of Blue Planet II and Planet Earth II were ready with a new wildlife series called «Seven Worlds, One Planet». They spent more than four years making the series in more than forty countries. With revolutionary camera technology and Sir David Attenborough presenting, there were high expectations for the series.

Even though the series was impressive, there were significant challenges. In addition to a linear TV marked in decline, the series was to be shown on BBC Earth, a niche channel far down on the list of channels.

GOAL

Even though BBC Earth is a niche channel, most people have access to it through their TV subscription. Hence, in order to attract viewers, it was important to shine a light on the channel and the airtime. Additionally, it was important to create excitement around the series.

IMPLEMENTATION

In order to attract viewers to BBC Earth, we could not merely focus on its content. We also had to make sure the channel itself received attention. Therefore, channel and airtime were part of all press materials, including press releases and clips from the series. The result was that almost all press clippings stated what channel the series would be shown on and when.

In order to catch the attention of authorities within the world of wildlife, and get some buzz, we had to let them watch the series. So we organized a memorable screening at a prominent venue called Cinemateket. Invitations to scientists, politicians, executives, celebrities, and influencers who are enthusiastic about nature and wildlife was sent out. The Oslo European Green Capital organization led the guests through the screening and the Q&A that followed. Their project manager, Anita Lindahl Trosdahl, was the host. That way, we were able to connect the series to the bigger picture, that is, climate change and how it affects wildlife.

We also had the female choir Stas open the screening by singing alongside the majestic trailer for the series. The song is composed by Hans Zimmer and originally performed by Sia. The musical experience combined with unique clips from magnificent wildlife set the standard for the entire screening.

As an extra element, and to create additional social media buzz, each guest got the opportunity to become a «Citizen of the planet». We set up a photobooth at the venue, in which the guests could print their own ID cards and have them sent to them digitally. That way, they were able to show solidarity to the one planet that they are all part of. The channel and airtime were also on the ID card. The photobooth was a big success and resulted in 120 ID cards being printed, and 40 ID cards being sent digitally throughout the night.

A number of high-profile guests who care deeply about the environment showed up, including pop artist Maria Mena and and celebrity activist Nina Jensen. They both enjoyed the night and documented it on social media.

RESULTS

Before the series aired, we sent a journalist from the largest newspaper in Norway, VG, to London to interview Sir David Attenborough himself. This led to a frontpage article as well as an online article, both perfectly timed right before the first episode premiered. They also shared the interview on their Snapchat channel with more than 500.000 subscribers.

We were also happy to get assistant producer on the Antarctica episode, Abigail Lees, and the producer of the Europe and Africa episodes, Giles Badger, to Oslo for interviews. This led to 11 press clippings, including the major national TV news show NRK Dagsrevyen, the national morning show God Morgen Norge, the online newspaper ABC Nyheter, and the major business newspaper Finansavisen.

We also worked to get attention for each episode. This led national newspapers such as Nettavisen and VGTV to publish many clips from the series and the Norwegian department of World Wildlife Fund to do the same.

In total, we had a reach of 14 million on editorial and social media in Norway, all of which was positive. And, more importantly, Seven Worlds, One Planet, was the highest ranking show on BBC Earth in 2019.

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