BBC
How do you connect with youth audiences with BBC content?
Innovation strategy
How do you use AR to engage young audiences with BBC content?
Use AR to make boring places funny.
The background
The BBC are always looking for new ways to engage young and disparate audiences.
They have also invested in an AR platform that has received little attention.
This brief was a request to use the latter to solve the former.
The problem
The audience we had to address, 16 - 24-year-olds are the most savvy with this technology and sceptical of big organisations trying to appear cool by jumping on the band wagon.
We therefore needed to find a new and novel way of using AR to engage this audience.
The AR app that the BBC had invested in required static and routine image markers to initiate – unlike the Android equivalent.
The insight
Waiting for a bus to take them to and from school or college is the most boring part of the day for kids and also the only time they are around consistent image markers.
The solution
Use Augmented Reality to Make boring bus stops funny
The idea
Comedy A-Z’s
Comedy A – Z’s makes the most boring part of the day the funniest by turning bus stops all over Britain into treasure troves of comedy content from the BBC.
Using unique bus stop naming conventions we can turn bus stops themselves into image triggers to unlock BBC comedy content.
The results
Currently in development