Challenge

Make a ‘quirky’ TV cult show, the Mighty Boosh, mainstream whilst still keeping it cool and increase viewing and keep the time /day slot the same.

Solution

We played on the quirky interaction between the two lead characters and transferred it directly into our communications plan. Surreal talking online formats were used. We booked multiple formats on the same page online so Noel and Julian (the two lead characters) could chat to each other across the page. This worked with audio switched on and a graphic device was used if the sound was turned off on the users' computer.

But we also took this digital interaction to the next level; Mighty Boosh 3 is set in a shop – so we opened a real one in Brick Lane to hit “young hard to reach, TV programme advocates”.  We ‘Mighty Booshed’ the shop. This included screens in the windows and ‘Boosh – toothing’ - new Boosh contents beamed to their mobiles. All this activity encouraged passersby to video the event and post it to Youtube.

Results

Four times as many people watched the first show of Series 3 than series 2 - 644,000 - a top rating audience for BBC3. The number of 16-24 viewers increased 13 fold vs Series 2. The online premiere generated 491,000  requests to view – nearly 3 times the number that saw the first transmission of Series 2 on BBC3.