People Just Do Nothing vs Top Gear
Campaign film and creative for BBC TopGear
“Grindah, Beats and Decoy from Kurupt FM’s ‘People Just Do Nothing’ turn up at the Top Gear test track to race The Stig. After astounding Chris Harris with their impeccable automotive knowledge, they choose the perfect car to compete in the race to end all races.”
Blonde partnered with Media agency Mullen Lowe to create Top Gear’s first ever cross show collaboration for the BBC.
The Brief
The BBC were looking to attract a younger audience for their flagship show.
The Idea
After some research Blonde created and pitched the idea of pairing Top Gear with an existing BBC show ‘People Just Do Nothing’.
Blonde developed the concept, the BBC brought in the Top Gear Production team and People Just Do Nothing Producers Roughcut Television (one of Britain’s biggest TV production companies) to film the content with regular PJDN’s director Jack Clough.
Once filming finished Blonde, alongside Jack, edited and delivered the hero piece, a 9min film for BBC iPlayer, released on Boxing Day. The full film can be viewed on the BBC’s YouTube Channel.
The Result
Within the first two weeks, this hero piece of content had been watched on BBC iPlayer over 90,000 times, making it one of BBC2’s most viewed shows on iPlayer at the time, only a fraction behind the final episodes of People Just Do Nothing, and Masterchef: The Professionals.
Mullen Lowe meticulously crafted a media strategy promoting all the additional content that we produced.
In addition, Blonde created 60” trailers, a series of teaser trails, seven specially scripted skits and a 5min outtake and blooper reel which included all the parts that couldn’t be broadcast, though were perfect for seeding through The Ladbible and across social media.
The campaign at the time was recognised as BBC2’s most successful social media content campaign to date.
The promotional content produced (outtakes, trailers & skits) generated over 3.5M video views across Facebook, Instagram and YouTube, over 45k likes, 4.5k comments and 9.5k shares – becoming the BBC’s most popular video on Facebook. The content was loved with relevancy scores of the Outtakes scoring 9 out of 10 positive comments.
