Taking over London's Television Centre for YouTube

Featuring Ed Sheeran and Naomi Campbell

Challenge

Advertisers don’t connect with YouTube in the same way they do with TV. But YouTube’s runaway popularity proves that advertisers should care less about whether content measures up to a quality yardstick and more about whether their audience love it or not. We were asked to convince advertisers to think bigger than TV & demonstrate that their audience love YouTube

Approach

We took over London’s Television Centre, a location that’s intrinsically connected with quality content and a building so iconic it’s immediately recognisable to one and all. 

We used the studios to produce a 30 minute stream hosted by Annie Mac that celebrated all that YouTube has to offer for advertisers and their audiences

Featuring YouTube Head of Music Lyor Cohen in conversation with Ed Sheeran (who also performed), marketing guru Mark Ritson discussing “Bothism” with prominent advertisers, a host of iconic creators (including Naomi Campbell) all shot in a fast paced, behind the scenes style.

All designed to convince advertisers that YouTube is loved by their audience as much as they themselves love TV.

The Comms & Guest Experience

The show was hosted on a dedicated, invite only site that allowed detailed measurement of each users journey and a seamless pre & post comms experience that culminated in the “Festival Hub” a resource for advertisers to dig deeper into key topics.

Viewing Kits

To help drive attendance & awareness of the event, key clients received a personalised viewing kit designed to enhance their experience. Containing a wide range of natural and sustainable food & drink created especially for them by prominent creators - custom videos accessed by QR code gave context to the gifts and provided a link to the platform

Taking over London's Television Centre for YouTube
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Results

1,700 clients attended

76% “Engaged Viewers”

73% rated the experience as more than satisfactory

55% of attendees said they would invest more advertising on YouTube in the next year

+67% YoY attendance 

 Over 3X  cheaper per head than in person

You can watch the full show here

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