RSPB - Big Garden Birdwatch 2019 TV Commercial
RSPB Use Powerful Integrated Strategy and Human Stories in Biggest Membership Sign Up of the Year
Cherry Tiger and Omni Productions were commissioned by RSPB to help drive home the mass appeal of Birdwatching.
Informed by four decades of audience insight and data, this year’s campaign aimed to widen the Big Garden Birdwatch’s appeal to the British public. 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.
Big Garden Birdwatch 2019 TVC
Involving real people was central to the ad. We street-cast people who already showed their enthusiasm for BGBW through social media. We put in the hours and found 75 candidates for the cast that covered a huge variety of ages, backgrounds, activities and locations. To narrow them down, we asked them to send a video showing us how they Big Garden Bird watched, and from there we selected our favourite members whose passion really shone through. Working with people who aren’t trained actors can be a challenge, but the passionate cast delivered on all counts!
Alongside the TVC campaign. Omni also developed content for digital and social channels. Directly following the main shoot, the streetcast birdwatchers were whisked away for five minute interviews which would uncover the story of how they Big Garden Birdwatch.
“The Big Garden Birdwatch is the RSPB’s biggest audience participation event and the charity’s largest lead generation campaign.
We knew we had the right director and production team on board. The authenticity of their style shone through, which precisely met the brief.”
Dan James, Cherry Tiger