2020 Brand Experience & Activation

MIPCOM PAVILION

TitleMIPCOM PAVILION
BrandBBC STUDIOS
Product/ServiceBBC STUDIOS CREATIVE WORK
Category A05. Media / Entertainment
Entrant BBC CREATIVE London, UNITED KINGDOM
Idea Creation BBC STUDIOS London, UNITED KINGDOM
Production BBC CREATIVE London, UNITED KINGDOM
Credits
Name Company Position
Nick Meikle BBC Studios Creative Executive Creative Director
Sarah Gerona BBC Studios Creative Creative Director
Martin Duhovic BBC Studios Creative Creative Director
Emma Barrett BBC Studios Creative Lead Creative
Katherine Bush BBC Studios Creative Producer

Why is this work relevant for Brand Experience & Activation?

This case presents how BBC Studios transformed its brand and customer experience through innovation and creativity. Pushing industry boundaries to create a transportable and sustainable architectural exhibition space. Bringing together a team of the best British talent to reimagine a brand experience on the world stage and bring to life its brand values of Bold British Creative.

Background

BBC Studios is the recently formed merger of two commercial areas of the BBC. Its Global Sales and Distribution business and Production Studios. MipCom is a critical sales market, where the brand needs to compete against a powerhouse of global content creators. Our brand value and relationships are key to the market performance. As part of the merger the decision was taken to change the approach and strategy of our presence at MipCom.

Describe the creative idea (20% of vote)

Create a game-changing, world-class brand experience that represents the unmistakably, bold, British and creative spirit of BBC Studios. Relaunch the BBC Studios brand in the market to reconnect and establish our value and core brand behaviour with our customer and audiences. Fundamental to this was to create a space that had our content at the heart of the experience. With the ability to bring it to life as a dynamic immersive experience.

Describe the strategy (20% of vote)

We needed a space that operated and many levels simultaneously. A dynamically changing architectural space that responded and integrated with its environment. A reception area with fluid an easy access, open area meeting spaces as well private meeting and viewing rooms. Added to this an evening space that can be transformed into a “must be at” location. Where we can bring our content to life in dynamic and engaging way, from immersive screen activity that wraps the entire core of the structure to experiential tactical activity within the space.

Describe the execution (30% of vote)

The Pavilion - A revolutionary, sustainable exhibition space that delivers to the BBC Studios brand values and global reputation. With our incredible content at the heart of the customer experience. A modular design, transportable and buildable in six days. The versatile space hosted and facilitated BBC Studios’ event schedule across the content festival, be it a network showcase, private sales meeting, or evening function. Perhaps the most innovative feature of The Pavilion is its iconic facade. 10,000 interwoven hand-crafted petals formed the dynamic architectural skin of the structure, controlling the building opacity and reflected changing light. To create a truly unique external as well as internal visual experience.

List the results (30% of vote)

The Pavilion delivered above expectation on all metrics in post market analysis. The space itself was a “game changing” event in its own right. Key KPI’s with clients and sentiment ratings of overall experience were the highest of any market. Unlike traditional exhibition stands which are single use, all elements of the build were sourced from raw, recyclable materials making The Pavilion a completely sustainable exhibition space, built for lasting environmental legacy.