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

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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. 

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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

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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.

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

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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.

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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

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