Younger football fans had drifted offside
The BBC still owns free-to-air football. Thing is, research found that among a millennial audience, there was little to no interest in the BBC’s football programming. They found the pundits irrelevant, the commentary dry, with not enough emphasis on the footy fun. So, how could we get them onside again?
Entertaining an audience with 90 seconds, not 90 minutes
To tackle this tricky problem, the BBC had to radically shift tone. So, we created content that engaged influencers they admire, by combining football participation, fanaticism and rivalry, with a large helping of public humiliation. All the good stuff. Two rival sets of supporters took penalties against each other with a savage penalty for the losers. All on camera, shared to social. A recipe for online views that our influencers bought into immediately. Penalties with Yung Filly was born.
The result was, we lifted the cup
Viewership online was huge. And combined with the BBC Two projections after the episodes were broadcast, we exceeded every expectation.
Plus, RAPP broke new creative ground – concepting, and producing television content for the most famous TV brand in the world. Back of the net!