Title	ALL CREATURES GREAT & SMALL
Brand	BBC
Product/Service	BBC FIRST
Category	B01. Use of Ambient Media: Small Scale
Entrant	PUBLICIS Brussels, BELGIUM
Idea Creation	PUBLICIS Brussels, BELGIUM
Production	PUBLICIS Brussels, BELGIUM
Post Production	PUBLICIS Brussels, BELGIUM

Name	Company	Position
Eduardo Marques	Publicis Groupe Benelux	Chief Creative Officer / Creative Director
Karel Vinck	Publicis Groupe Benelux	Client Lead
Jolien Elegeert	Publicis Groupe Benelux	Copywriter
Catheline Leroy	Publicis Groupe Benelux	Art Director
Christophe Van Tricht	Publicis Groupe Benelux	Creative Designer
Sander Bergmeijer	Publicis Groupe Benelux	Copywriter
Jan Denys	Publicis Groupe Benelux	Copywriter
Charles-Elie Chauvaux	Publicis Groupe Benelux	Art Director
Steef Nijhof	Publicis Groupe Benelux	Art Director
Mathias Lewis	Publicis Groupe Benelux	Sound Engineer
Saartje Goris	Publicis Groupe Belgium	Sound Producer
Tom Garcia	Publicis Groupe Benelux	Sound Lead
Malgorzata Mazur	BBC	Marketing manager
Corinna Carlesso	BBC	Marketing executive

Why is this work relevant for Brand Experience & Activation?

An old milk truck went around 61 different cities in the Netherlands, just like the old days, with music and sound announcements, delivering the best treats a pet owner and their pets could have.

Background

BBC First’s All Creatures Great and Small, a series set in the 30’s about human and animal relations was about to launch. The show has “hero”: the Short Horn Cow. As we discover in the first episode, this iconic landmark of the Yorkshire Dales started to be replaced by cows who produced more milk. But the quality of it was always missed. To launch the show in Holland, world’s 3rd biggest milk consumer, we partnered up with this rare breed of cows to pamper all creatures great and small, and to bring this delicious rare milk back, with some other surprises and treats.

Describe the creative idea (20% of vote)

BBC created treats for both people and animals: a bottle of rare Short Horn Cow Milk for pet-owners and crunchy popcorn-like cookies for their pets. Analyzing Holland’s social (animal fans), demographic and geographic data, we mapped out a route to deliver our treats with an oldschool delivery-truck to people’s doorstep, including influencers and relevant journalists. Pet-owners and their pets could enjoy their popcorn and milk together while watching a trailer dubbed by animal voice-overs, and accessed via a QR code, so even pets could “enjoy” the show.

Describe the strategy (20% of vote)

Using data tools BBC could map out a route based on a very relevant target related to the sho. Beyond that, social data was used to find animal lovers and the main areas where they lived, so the delivery truck could activate them properly. Another list of 100 influencers and journalists were also selected to receive the treats and to amplify the message.

Describe the execution (30% of vote)

The milk truck was data driven to 61 different cities in the Netherlands, delivering the treats to a selected target, during one week. Deliveries occurred from four to eight hours per day. A announcement on the truck speakers, just like the old days, gave the information about its whereabouts. The milkman delivered the treats himself, door-to-door, bringing back the feelling-good simple times.

List the results (30% of vote)

- 5000 deliveries in 61 cities. - +2million social reach. - +996% viewers for first two episodes compared to channel average. - +181% overall channel share.