When iPlayer first hit our screens in July 2007, it was in a league of its own. Now that streaming sites are everywhere we look, BBC needed to craft a multi-channel approach to retain their viewers.

Through face to face qualitative group methodology, we used a mobile feedback platform to gathered unbiased, gut reactions to each proposed creative route. We then further unpacked this with in-depth discussions, to understand responses, leading to a new set of messages, straplines and creative routes that were bound to engage and retain a committed audience.