Client: Character Options

Project: Scooby Doo Sponsorship

Channel: Programme Sponsorship and Online

Challenge

Scooby Doo is one of Cartoon Network and Boomerang's most popular and best performing programmes.
Character Options have the master toy license for Scooby Doo, but under BACC regulations cannot advertise Scooby Doo products in the Scooby Doo programme.
The challenge was to encourage Turner Broadcasting to show the Scooby Doo series more often, but to also create a link between the programme and Character options Scooby Doo range.

Strategy

Create a Scooby Doo event on TV, and link this directly to in store purchase of Scooby Doo products from Character Options.

Solution

Persuade Turner Broadcasting to create "Scooby Week" to run during the October schools half term holiday (the most sought after week in the toy advertising calendar), where the whole channel is dedicated to back to back Scooby Doo programming.

Scooby Doo was the No.1 selling kids toy brand at Argos, so a promotion focusing on driving viewers and online users in store to Argos was developed through Argos sponsoring "Scooby Week" on Boomerang.

This was supported with an online microsite on www.cartoonnetwork.co.uk detailing the in store promotion and Character Options Scooby Doo product range.

(Note:Under BACC regulations, Scooby Doo products are not only restricted from advertising in the programme, but are also not allowed to sponsor it. Hence the Argos solution.)

Performance

3.7 million viewers tuned into "Scooby Week"(+26% on the previous year)

52% sales uplift in Argos during “Scooby Week” sponsorship

37% sales uplift in Argos during the week after the sponsorship

Total year on year sales increase of 247%

Campaign Creative

(click thumbnail for creative example)