BBC launches iPlayer campaign with flying penguin footage

by Philippa Page, Brand Republic 01-Apr-08, 09:10

LONDON - The BBC has launched the second phase of its marketing campaign to back the iPlayer with staggering footage of penguins flying, as part of its new natural history series 'Miracles of Evolution'.

The centrepiece of the campaign is a 90-second ad that shows a recently discovered colony of penguins flying to South America every winter, where they spend the chillier months basking in the tropical sun.

The spot will run across BBC channels from today and will also be seeded on viral video networks such as YouTube.

It features the line: "When amazing things happen on the BBC, you never have to miss them."

The ad, which contains a link to the iPlayer website, follows on from the first phase of the iPlayer campaign launched on Christmas Day.

'Miracles of Evolution' is presented by Terry Jones, the former Monty Python actor.

He said: "We'd been filming the penguins for days, without a hint of what was to come. But then the weather took a turn for the worse.

"It was quite amazing. Rather than getting together in a huddle to protect themselves from the cold, they did something quite unexpected, that no other penguins can do."

BBC viewers will see the penguins not only take flight, but fly thousands of miles to the Amazonian rainforest.

The iPlayer, which allows viewers to catch-up on TV and radio programmes after transmission, has been a huge success since its launch over Christmas.

Despite only one in five people households being able to use the service, more than 2.2m people used the iPlayer in its first month alone.

The most popular downloaded shows since launch include 'Doctor Who', 'Torchwood', 'Ashes to Ashes', 'Top Gear' and 'Six Nations Rugby'.

Comments

Lucy Heather - 01/04/2008

I love this. I've already watched it about five times and gathered various colleagues to stop and stare. And on April 1st as well. Outstanding.

Maire O Sullivan - 01/04/2008

1st of April?

g - 01/04/2008

lame

- 01/04/2008

I didn't realise this was an April Fools until now...I'm off to brush up on my animal knowledge :-(((

Lucy Heather - 01/04/2008

The BBC have always done the best Fools jokes http://www.youtube.com/watch?v=R4fBrZj1uXM

Julian Esposito - 01/04/2008

if it gets people clicking, surely thats the point.

Kat Kashefi - 01/04/2008

what a joke:-/

Ian Darby - 01/04/2008

Almost as lame as the Metro 1 April story about the BMW that electrocutes dogs that foul on its wheels.

g - 01/04/2008

i should clarify: the fact that the BBC are doing it isn't lame, the fact that BR published this as their headline story is

Susan Billinge - 01/04/2008

Ha ha - made me chuckle. Nice one

sarah sproston - 01/04/2008

Very funny!

David Cuff - 01/04/2008

I saw the mocked up footage this am; great use of the licence fee. Bah humbug.

Mark Smith - 01/04/2008

Great story Brand Republic - you've given me a good laugh. Although it may be faked it is still promoting the iPlayer as part of a real campaign so I disagree with comments about a waste of the licence fee

B Agotcha - 01/04/2008

He he nice one

James Walters - 01/04/2008

Amusing, best of the bunch of April fools that I've seen. Penguins have brightened up my day.

Mark Smith - 01/04/2008

It's better than the new Cadbury ad

James Walters - 01/04/2008

Mark you're right, Cadbury should have stuck with the animal kingdom.

James Mitchell - 01/04/2008

Better than the spaghetti trees...

Jacquie Bowser - 01/04/2008

I like penguins.

MARIA CHANDLER - 01/04/2008

Ha ha bonk

Mike Page - 01/04/2008

Nice work! Saw the clip on Breakfast - convincingly put together.

Peter Martin - 01/04/2008

Beats pigs, I guess.

Victoria Taylor - 01/04/2008

why are some folk being down on April fool? I love seeing the work journos have put into their april fools stories. The BBC fools is fab, well done auntie

Sarah Lambe - 01/04/2008

I knew it! I knew they could fly, they're just shy is all. I'd much rather the BBC spent their money on this, than commissioning any more awful reality shows.

Archie Strang - 01/04/2008

Bliss. Absolute bliss.

Daniel Farey-Jones - 01/04/2008

I bet Kevin Spacey hates penguins

Ben Bold - 01/04/2008

I heard Kevin Spacey likes penguins.

Darren Davidson - 01/04/2008

Penguins that fly. What is there not to like?

Hal Clarke - 01/04/2008

Spacey is a lover of Penguins - its what i heard anyway.

CHRIS ARNOLD - 01/04/2008

Check out the A Fuels blog

Mel Carson - 01/04/2008

I heard the BBC are commissioning a reality TV show where they audition penguins for waddle-on parts in Andrew L-Ws next West End smash hit - "Batman The Musical!"