Sally de st Croix, Global Franchise Director at BBC Studios, presented on The Doctor’s In: Regenerating the Famous Franchise at Mumbrella's Entertainment Marketing Summit.
12. Competitive Landscape
High global awareness vs other entertainment franchises
BBC WorldWide Brand Tracker: 2016
87% 86% 84% 84%
80%
77% 75% 73% 73% 73% 71% 70%
67%
64%
60%
56%
48% 48%
33%
28%
19%
13. 9 million
Doctor Who fans across
our various social
platforms
200 million
views on Facebook and
Youtube
100 million
fans across more than
240 international territories
14.
15.
16.
17.
18. Best in class creative
Strong community of fans
Fantastic range of partners across all lines of business
Global Scale
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30. Reveal and then establish Jodie as the new Doctor Who
Reveal and then establish new cast
Generate noise around launch
Reposition franchise B2B & B2C
Goals of relaunching Doctor Who
31. The Universe is an adventure
best shared with friends
PHASE 2
Its About Time
Show the amazing world to come -
‘Hello, Universe’.
Build to an impactful launch.
‘Keep’ fans by promising adventure.
PHASE 1
The Universe is calling
Introduce the Friends and connect
with authenticity.
‘Catch’ new audiences with a tease the
adventure.
PHASE 3
Share the adventure with friends
‘Deepen’ engagement
and sustain audiences.
Insight, interaction and
sharing of content.
CREATIVE CONCEPT
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER