Client: Character Options

Project: Primeval / Binweevils

Channel: Online

Challenge

Character Options have the master Toy licence for Primeval, one of the flagship ITV 1 Saturday night family programmes. The new Primeval series ran from January-March 08 creating a huge buzz and significant viewing figures amongst kids, which we leveraged with a TV advertising campaign promoting the range of products from Character Options. The challenge was to compliment the TV advertising by creating a unique non-spot campaign targeting our core audience of children 7-12 year olds.

Strategy

Takeover the BinWeevils website,(a virtual world for kids that is fully interactive).

Solution

In conjunction with our TV promotion, we ran a 4 week integrated advertising campaign across all areas of the Binweevils World in order to maximise communication with our core audience. Using TV to drive impact we provided an online destination where kids could pursue their interest in the product(s) and engage with Primeval in their own environment. Using a competition format to drive interest we provided access via banners, 20" pre roll spots in the cinema, newsletter and an Easter egg Hunt! All of which had a link direct to Character Options' website for immediate purchase

Performance

The objective was to achieve 180,000 ad impressions over 4 ½ weeks. This was achieved in 10 days!

• Nearly 3,000 competition entries
• Exceeded our Video Ad (pre roll) impressions in the first 2 weeks

Massively positive feedback from BinWeevils users highlighting the synergy between the product and the environment

Campaign Creative

(click thumbnail for creative example)