- To refresh the CBBC brand to interact better with its audience, reconnect and enhance its credibility.
- To create a new onscreen identity and branding campaign cross media, enabling viewers to interact with the channel and it’s content and gain more “playground currency.”
The strategic rationale informed and was intrinsic to the creative solution. We wanted to talk to the audience in their language so our inspiration was gaming and we started with the sound, commissioning a bespoke track that incorporated sound samples from key CBBC characters. We then animated to the track. At the end of each film viewers were encouraged to text in to download the film’s music track as a ringtone direct to their phone via a WAP push.
The campaign launched in Mid October 2005 and by the end of November over 25,000 ringtones, wallpapers and screensavers had been downloaded directly to mobiles. This was in addition to the micro site receiving over 400,000 hits with around 90,000 ringtone and 20,000 screensaver downloads. .