The RSPB needed to raise awareness of the annual Big Garden Birdwatch in order to increase numbers of birdwatchers and gather important data.
The Big Garden Birdwatch is the world’s largest wildlife survey, for over 40 years the RSPB have held an annual count.
Informed by four decades of audience insight and data, Omni Productions, working with Cherry Tiger, aimed to widen the Big Garden Birdwatch’s appeal to the British public through TV advertising.
“We knew we had the right production team on board. The authenticity of their style shone through, which precisely met the brief.”
By street-casting people who already showed their enthusiasm for the Big Garden Birdwatch, the film conveys authenticity and passion.
The TVC was delivered through a combination of day and peak time TV slots and contextual media buying relevant to target audience interests. The wider campaign was rolled out across digital, social, print, POS and email.
Nearly half a million people counted almost 8 million birds in 2020.
See more detailed results from Big Garden Birdwatch 2020.