The project was devised by Zag, the consultancy arm of advertising agency BBH. It was briefed to create a digitally led off air campaign to harness the excitement and creativity of Doctor Who fans around the world in the run up to the episode that will air on BBC One in the UK on Saturday 23 November 2013. The show will be simultaneously broadcast in over 75 countries and in hundreds of cinemas across the globe, including in South Africa at 21:50 on BBC Entertainment (DStv channel 120).
Zag has created an interactive TARDIS, which acts as a hub for fans to show their support for the Doctor - to send messages, upload content and explore creations from other fans. On arrival at the site, a specially shot clip featuring Matt Smith as the Doctor greets fans. They can then either explore content through the 3D, spinning golden TARDIS or upload and tag their message of support for the Doctor on Facebook, Twitter and Instagram. Short preview clips of the episode will be unlocked as fans share and upload.
Zag worked in close partnership with Red Bee Media that developed the on-air campaign.
Kerry Moss, acting head of marketing, BBC One, says, "We're excited about launching the digital TARDIS to celebrate the 50th anniversary of Doctor Who. In the weeks leading up to the broadcast of the show's special episode, the site will display and celebrate the passion and amazing creativity of Doctor Who fans.
Julia Nocciolino, acting commercial manager, Doctor Who BBC Worldwide added, "The digital TARDIS will provide us with a unique opportunity to aggregate and showcase the fans around the world, in celebration of this milestone for the brand."
Richard Davies, design director at Zag, concluded, "The digital TARDIS beautifully displays the efforts of Doctor Who fans in an immersive golden galaxy of nodes, stars and data points, each interlinked to describe social connections."
For more information, go to www.doctorwhosavetheday.com.
