In a bid to reach more prospective housemates, Brighter Pictures (Endemol) and Channel 4 have enlisted the help of National Express.

Using National Express’ comprehensive coach network covering the UK, the show is touring key locations away from the six major cities normally used for auditions. The company has even converted one of its fleet of coaches into a mobile studio.

And what better vehicle than the web to satisfy the media-hungry audience of Big Brother, desperate for news, gossip and updates on the whereabouts of the auditions?

Ai London was brought in to create an area on the National Express site that will be home to The Big Brother Casting Coach over the next few weeks.

Ken Frakes, Managing Director of Ai London, stressed that the tone and look had to be pitched perfectly to appeal to the audience:

“Big Brother is all about being part of the experience: the spotlight of attention and glimpses of how everything is put together (and how, ultimately, it unravels) are what these people thrive on.”

The creative uses a mock-up of the casting area on the back of the coach showing the filming equipment with links accessible through the areas on a producer’s clipboard.

“There’s a real sense of urgency about it and we’ve added the facility to run footage of what's been happening from day to day. The whole thing is really working well,” Ken said.

National Express is particularly impressed with the work and the subsequent traffic to the website, especially as the deadlines were less than a week from briefing it into the agency to going live.

This year’s promotion follows on from National Express successful “Diary Room” campaign run in partnership with Big Brother 6 last year. Entrants were offered prizes including entry to the Big Brother house and tickets to each of the eviction nights during the run of the show.

Will we see anyone going all the way on The Big Brother Casting Coach? Watch this space.



For further information, please contact:
Ken Frakes / Ai London / 020 7908 2700

About Ai London (formerly Arnold Interactive)

Ai London is a full-service digital agency with more than ten years’ experience in developing creative solutions, leading the way in design innovation and use of emerging platforms.

The agency’s work across the whole spectrum of digital communications includes digital marketing and advertising, brand strategy, creative and technical development, information architecture and E-CRM strategy and deployment.

Ai’s reputation for innovation has been earned through a series of industry firsts, which include the first Tesco home shopping website, the first live webcast in the UK and the first enhanced music CD. Ai London is also the first interactive agency to have won a BAFTA award.

Ai London’s clients include, COI, Holmes Place, Mercury Records, National Express, Post Office, Prudential, Samsung, NTL and Telewest Broadband.

Ai is owned by marketing and communications group Media Square.

Published on: 12:00AM on 17th February 2006