Client: Radica UK

Project: Digi Makeover

Channel: TV and Online

Challenge

To support the TV advertising by creating a vehicle to allow children to sample the Digi Makeover product.

A minimal media budget for the additional activity was available.

Strategy

Create an online version of Digi Makeover, where children are able to play it as often as they want. To build awareness of the online version and a reason to play it now.

Solution

To make the Digi Makover game an integral part of Toonattik (GMTV's flagship childrens show) by creating a bespoke inline version of the product featuring Toonattik presenters Jamie & Anna.

The game was promoted live on air by the presenters as part of the programme, with viewers encouraged to play the game online on the Digi Makeover microsite.

Players were given the opportunity to enter their best results into the Digi Makeover competition, with the "money can't buy" prize for the winner being a day in the Toonattik studio.

Performance

Digi Makeover was exposed to over 40% of children aged 4-9 through the Toonattik promotion

Digi Makeover was entirely sold out pre Christmas, making it Radica's best selling product for the year

The popularity of the online Digi Makeover game was such that GMTV asked if they could continue running the game on the Toonattik website for a further 6 months after the promotion finished

The entire Toonatik media promotion was FREE OF CHARGE

Campaign Creative

(click thumbnail for creative example)