Idea
As part of the BBC's celebration of the 25th anniversary of EastEnders, create a way for the voice of the fans to be heard, reinforcing the affection for BBC One's biggest show.
Experience
An exhibition of props and costumes – the first time that fans have been allowed to get up close and personal to the show – was staged in East London, and open to fans who had submitted ticket applications through the BBC website. We created a strong visual look from the core campaign logo, a created a dramatic staging which showcased wedding dresses, murder weapons and iconic features including the Queen Vic bust and the Albert Square sign.
Content
A key objective of the campaign was to develop the BBC EastEnders Facebook page as a place for fans to talk about the show. Pre-event photo galleries created buzz, and then photos from the event gave the fans a voice in the anniversary celebrations. The exhibition was deliberately designed around several iconic photo opportunities, and many of those who attended subsequently changed their Facebook profile photos to show them with the Queen Vic bust or the Albert Square sign. An interactive wall of the show's biggest villains saw the public vote Janine Butcher the baddest Albert Square villain of all time, a result which was then featured on the programme's website.
Results
The public response to the exhibition was hugely enthusiastic, and we saw very high levels of interaction and of content being shared across social media channels in the days following the exhibition. It also received great press coverage across a range of online and print titles including The Sun and the Observer.