BBC Active was the ugly duckling in the Pearson Primary education portfolio. Unleashing its inner beauty was our script for this tale.
We consulted teachers, BBC Active’s primary audience. Easy-to-read literature with hard-to-miss products was their assignment. Stripping out superfluous content, dated gradients and haphazard navigation completed our first lesson. Letting the products and content shine came next. Creating the most recognised ad for that week’s TES was our gold star moment.
Cream have been working with us here at Pearson Primary to refresh and update the BBC Active brand and have carried this new look and feel through to two direct mail pieces and some trade advertising for us. These have been really effective in stimulating sales and have achieved unprecedented response rates for the list.