CBC is launching a campaign to create awareness of the brand among young audiences and attract them to its entertainment offering.

The “Get Curious” campaign, which targets millennials, focuses on showing how the network’s programming sparks and stimulates Canadians’ curiosity. It centres on a 60-second spot and several digital ads, which feature headlines about content published by the network such as “Is our food spoiling us?” (pictured, above) or “Why does heartbreak make music better?”. The headlines are accompanied by a creative that includes a QR code or a direct link to the content that piqued the person’s interest.

To support the campaign, CBC is launching all ads on TV (owned and operated), OOH, OLV, connected TV, digital and social media. Initiative handles the media buying, while Juniper Park\TBWA and CBC’s in-house teams handle the creative side.

CBC’s executive director of marketing and communications Maya Kane tells MiC that “the majority of the paid media focuses on digital placements and targeted dwell moments specifically selected to engage millennials in Canada – such as on a train, scrolling their phone, streaming, on social platforms and waiting for transit.”

“The campaign features provocative headlines designed to spark curiosity, and through QR codes and contextual media placements, we hope to introduce Canadians to CBC’s breadth and depth of entertainment programming.”

According to the company, its creative teams wrote more than 100 content headlines along with Juniper Park\TBWA, which were then reduced to 35 for the campaign. “Top of mind throughout the process was ensuring hyper-cultural and contextual relevance in all campaign materials,” the company says.

“Get Curious” is part of a broader campaign, “It’s a Canada Thing,” which CBC launched last year to refresh the brand. The campaign included a 60-second branded spot created by the network to show how the programming is diverse and representative of all of Canada. CBC deployed it in TV, outdoor advertising, as well as across digital, social and radio media. It appeared on TTC and Go Transit in GTA, as well as TransLink in Metro Vancouver. Initiative was responsible for media buying and Juniper Park\TBWA for creative.