Hailed by the BBC as the biggest broadcasting revolution since the launch of colour TV, BBC iPlayer – a free, seven-day, on-demand catch up service – was launched in December 2007. It heralded a new era, giving viewers the freedom to watch programmes from all BBC network channels as and when it suited them, on their home computers and in the future, on mobiles and smartphones. 

The Partners was part of the team developing the brand strategy. Three potential positioning routes were developed and researched, and the clear winner was the Never miss out again route. The launch advertising campaign, Making the unmissable, unmissable took a clear steer from this idea.