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New Series, New Doctor… New Dawn.
The challenge set by the Showrunner Chris Chibnal was “imagine if the show had been off air for 10 years and was to be relaunched, what would it look like?”
We had to deliver a global Marketing campaign that at its core had genuine emotional impact and demonstrated the true shift happening in the series. Building a global brand, increasing global appeal and reach, from the super fan to the uninitiated. Driving engagement primarily through digital and partnering with global brands.
To add to this challenge, we had to do all this without giving anything away, no locations, monsters, no narrative plots or key characters.
It was clear we needed to “be new” not “say new”. This theme of newness is how we approached all activity in the campaign: new platforms, new technology, new ways of treating photography, new partnerships and new content behaviour. All built on the Doctor Who brand values: Inclusive - Adventurous - Inventive.
We built out the campaign from the core idea into three phases. “The Universe is Calling” introducing the new friends and connecting new audiences. “Hello Universe” - building to launce and the promise of adventure. Sharing the adventure - sustaining engagement with audiences. The spectacular results of the campaign connect to the core concept of the campaign that ‘The Universe is an adventure best shared with friends’.
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