Date : 10.11.08
Printable version

BBC World News will launch its “Power Of Questions” brand campaign with new print and online creative to appear in key markets in Europe, with additional outdoor TV sites booked in Asia.

From November 17th, BBC World News’ advertising campaign commences with two arresting and thought-provoking adverts. Featuring a microphone, the adverts highlight the BBC news teams’ probing and dynamic approach to journalism. In one version the microphone is shown entrapped in chains, and in the other in barbed wire. The adverts carry the lines ‘you can’t restrain a powerful question’ and ‘you can’t suppress a powerful question’.

The print and online creative will run for a month across key media in France and Germany including Newsweek, The Economist and Time Magazine. In East Asia (Hong Kong, Singapore and Malaysia) the adverts will appear in The Financial Times, and on websites including Yahoo and Google, plus a mix of TV ambient outdoor sites.

The two 30-second TV adverts were produced by Red Bee Media and ran for an initial burst in September. The first, “No Comment” asserts that no groups, governments or individuals have the power to completely censor coverage. It highlights the persistence of BBC reporters to get to the heart of a news story, often in difficult circumstances. The second advert, “Killer Questions”, focuses on interviews stating that questions are the “most powerful weapons we have”.

The innovative microphone stunt campaign, to launch on the 19th November for a two week period at Berlin’s central train station, brings the print advertising to life in an arresting stunt initiative. The microphone will appear as a nine foot statue breaking through the floor of the train station carrying the line that you can’t bury a powerful question. Bluetooth technology allows commuters to instantly access the TV adverts on their mobile phones.

Annabel Cameron, Head of Consumer Marketing, BBC Global News says: “BBC World News has created this unique high-profile brand campaign to showcase its journalistic rigour and engage audiences with our core brand values and ultimately, to increase tune-in to the channel.”


For more details contact bbcworldnewspressoffice@bbc.com