CBeebies Parenting Launch Campaign
Campaign identity
Advertising
The Challenge
Create a campaign to launch the CBeebies Parenting website, a one-stop-shop for trusted professional parenting advice and top tips from the BBC’s panel of parenting experts.
The Insight
New parents are unquestionably some of the most “advised” people on earth, whether they like it or not.
Now not all unsolicited advice is bad, and it’s almost always well meaning - but with tips and advice coming at you from every angle it can be overwhelming trying to find the right advice, right when you need it.
The Idea
We needed to show parents that we get it. That when it comes to advice-overwhelm, the BBC knows exactly what you’re going through, and has the answer.
We took an all-too-familiar scene from parenthood, thousands of messages pouring in from the parenting group chat, and turned the volume up to 11.
Our Approach
We started focusing on a core truth about parenting, it’s overwhelming. New and established parents have a lot on their plates and sadly, babies and children don’t come with a handbook. Looking for, finding and even receiving advice can all add to the overwhelm.
Our approach involved tapping into a parent world, creating a typical lounge setting crumbs and discarded toys included. We then focussed the narrative around a parents phone which visually became not only our attention grabber but also our solution giver.
The Solution
The main TV spot took the lead using messaging sounds and an overwhelming amount of advice cascading out of the screen to grab our parents’ attention.
The scene needed to feel human and lived-in, so we layered it with details from grubby fingerprints on the screen to crumbs on the sofa, these subtle details built our parenting world. Even though this wasn’t an ad for a typical CBeebies viewer, it was still a CBeebies campaign, so we gently introduced some CBeebies plushies for brand recognition.
Once we had our parents’ attention with audio and visual cues, then we utilised the phone to burst through the overwhelm and deliver our solution, the CBeebies Parenting site.
Ping, Ping, Ping
We wanted to make sure that we got peoples attention early, by utilising a messaging sound it meant we could instantly get their attention as they looked around for their phone, when they realised it was the TV that meant that we had their full attention.
