BBC

Creating curiosity to attract new audiences and break records.

The Challenge

BBC Learning was producing innovative interactive guides around maths and wanted to engage hard-to-reach audiences nationwide.

This especially included adults who struggled with numeracy issues, and who could be reluctant to seek help due to stigma.

The Approach

We partnered with BBC Sport and Match of the Day to do what we called ‘ninja learning’.

We attracted a huge BBC Sport audience by giving them the chance to find out more about FA Cup free kicks, then showing them the maths behind this and directing them to the adult education Skillswise website for further information.

In producing the guides, we wrote scripts for BBC talent, including Dan Walker, Robbie Savage, and Rachel Riley, worked with Match of the Day editors on exclusive video content, and partnered with innovations and audience specialists to provide a structure and features that would find and resonate with our target audience.

The Result

Through this, we produced a series of guides packed with bespoke graphics, video packages, and introductions presented by Dan Walker. Find the press release for ‘Maths of the Day’ here.

The first of these guides quickly became the most successful to date – reaching more than 400,000 people within its first week.

  • Note: This work was undertaken prior to the founding of Faur, when Michael worked for Red Bull.