Celebrating a Birding Community
Beat all targets for leads, pack requests, participation and membership
TV, digital & print lead generation
Having produced two successful previous TV ads for the Big Garden Birdwatch Cherry Tiger were awarded the campaign for the 2019 event. This year the RSPB are celebrating 40 years of counting garden birds so our idea had to reflect this huge achievement.
Our brief this year was also to widen the appeal of the event to reach new audiences and give the ad a completely new look. The script needed to be carefully crafted to deliver a lot of information but still deliver a strong campaign concept.
The Big Garden Birdwatch community is an amazing one – from our years of involvement we know just how engaged participants are – they share wonderful stories, photos and videos of how they get involved and what they see. What better way to celebrate 40 years but to celebrate the amazing people that take part? Staying authentic was key to our approach and we used the stories and voices of real participants. Our ad asks “How will you Big Garden Birdwatch?” giving the campaign an inclusive and dynamic call to action.
As well as producing the main TV campaign, we also captured a huge amount of additional content for the website and social media activity – ensuring we derived the best value possible for the budget. Stills photography was also captured for other print media thanks to the skill of Eleanor Bentall