BBC ONE EASTENDERS: 25 YEARS

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Campaign celebrating 25 years of the Nation's Favourite Soap.

Real fans remember their favourite dramatic bits - underscoring that this is the nation's favourite soap. And if you know the theme music, they also then mimic the drum beats that introduce the theme tune.

EASTENDERS 25

BBC One’s long running soap opera was coming up for its 25th anniversary. With the birthday episode including the climax of a powerful and long running storyline, our challenge was to make that a national event, raising the profile of both the show and channel.

SOLUTION

Our “We want your Doof Doofs” campaign encouraged viewers to submit their favourite cliffhangers, the dramatic moment before the end credit drum beats or “doof doofs”. 9 unscripted promos featuring the fans were created and excitement was built around the storyline with 4 narrative promos. A free EastEnders exhibition and a special BBC One/EastEnders ident was also created to celebrate the event.

RESULTS

18.8 million watched the episode
BBC Three’s EastEnders Live: The Aftermath became the highest rating programme EVER for a non terrestrial channel with 4.5m viewers
EastEnders E20: reached 3m views by the end of March
And there were 417,000 views of the fans’ doof doofs

AWARDS

Gold Award Winner Promax Uk 2010

Best Television Campaign

Gold Award Winner Promax Uk 2010

Best Use Of Social Media

Silver Award Winner Promax Europe 2010

Best Intergrated Marketing Campaign

The specially commissioned ident (below) was created to celebrate the anniversary. Apart from featuring virtually the entire cast, Albert Square was 'rebuilt' into Albert Circle, to match the circle motif that is featured in all BBC One idents.

Creative
James Spence
Director (shoot)
James Spence
Director (Post)
Wilfrid
Agency
Red Bee Media
Agency Country
UK
Client
BBC One Marketing
Production
Red Bee Media
Producer
Deborah Stewart
Producer (Post Production)
Fi Kilroe
Editor
Thomas Iannou
Music and Audio
Delicious