BBC: "BBC World" Launch-Kampagne 2006

«Cell phone democracy»

Quelle: BBC World Press Releases
Bilder: Optec Displays

The biggest world events and hottest news topics are the central feature of the new advertising campaign by BBC World, which launches today in New York City. The outdoor campaign, created by BBDO New York, supports the official launch of the 24-hour BBC World channel in the U.S.
The interactive digital billboard – situated on the corner of Broadway and 50 th Street – displays dramatic news photographs and invites people to text in their votes on key news issues. New Yorkers and visitors can vote whether illegal immigrants should be considered “citizens” or “criminals”; U.S. soldiers, “occupiers” or “liberators”; bird flu, “imminent” or “preventable”; and China “befriend” or “beware”.
As the votes poured in, two alpha-numeric counters tallied up each side’s votes allowing passersby to immediately see the voting opinions as represented by ‹cell phone democracy.› The EMC counters were supplied by Opec Displays, as was the software that allowed the sign to communicate the final voting results.
The votes not only appeared on the billboard in real-time, the updated tallies were broadcasted twice daily on WFAN’s «Imus in the Morning» show, as part of the BBC World radio promotion. The execution also appeared as an insert in the Financial Times and Newsday in June.
Seema Kotecha, Head of Marketing at BBC World, said: “ BBC World has decided to develop an unprecedented, bold and interactive campaign to generate buzz around New York and spark debate around some of the key global news issues that affect all of us. These powerful images highlight the global perspective and the impartiality of coverage, for which BBC World is known around the world.