Our brief was to excite and inspire UK audiences to follow the Commonwealth Games in India with BBC Sport.
Our creative approach had to reflect all the nations competing in the games and to present it as an epic multimedia event across TV, radio, online, Red Button interactive TV, mobile and BBC HD.
Our core idea focused on the culture, colour, energy and diversity of the host nation India – in particular its huge passion for kite flying. We chose kites to represent the competing nations and kite motifs became a branding device across all the BBC’s coverage. Our launch promo followed a young boy flying his ‘India’ kite through the streets of Delhi and we produced alternative versions to promote website and radio coverage.
Research showed that the launch spot had high impact and cut-through with both men and women engaged by its unique style. Overall the average audience across the BBC’s coverage was up by 100,000 on the previous Commonwealth Games.