A conversation with...

Brian Gallagher, CEO of Ignite Media Brands

ASTRA asked subscription television advertising agency Ignite Media Brands which represents 19 subscription television channels, to share details of their most innovative campaigns in 2011.

At Ignite Media Brands we are always looking at ways to collaborate with agencies, clients and our channel partners on imaginative, integrated campaigns.

Our continuing conversations with Mindshare about amplifying Huggies Pull-Ups key messages, is an excellent example of how creative thinking and co-operation delivers an outstanding outcome.

No one knows kids and families like Nickelodeon. Nick and Nick Jr. are iconic, clearly defined channel brands. More than that, Nick has a deep understanding of the audience and how they consume and enjoy content.

We know that not only are kids enthralled by Nick Jr., parents (GB’s) are also engaged and that audience understanding provided the perfect co-viewing environment for Huggies Pull-Ups to engage, educate and entertain kids and parents.

In 2010 Huggies Pull-Ups and Nickelodeon developed two animated characters, Annie & Archie Almost, to help bring the Huggies Pull-Ups brand to life on Nick Jr.

30 and 45 second animations were created to teach kids and their parents simple steps to help make toilet training easier and fun!

Watch Video Here:

Based on Annie & Archie’s success, the collaboration continued and evolved. A second series of short animations were produced with the updated messages, along with a co-branded iPhone App which will be released within the coming weeks.

The App extension encourages users to navigate through a series of mazes to reach the potty and provides Huggies Pull-Ups with the chance to educate, communicate and entertain the entire family, as pre-schoolers need the assistance of a parent to navigate online and often to play the game itself.

Nick will play a key part in driving awareness and downloads of the App via a significant on-air and online campaign.

A perfect example of how Ignite collaborates with clients and STV channel partners to deliver:

• A first class, premium environment on a channel with a clear identity and deep audience understanding
• High impact creative in a low clutter trusted programming environment
• Cost effective, complementary creative that is highly relevant, informative and engaging
• Brand benefit from association with a global, iconic entertainment brand
• TV execution that is extended and enhanced online and via mobile

Samantha Jang, Mindshare: The process of toilet training can be both daunting and unpredictable. Our strategic direction for Huggies Pull-Ups is to champion learning for both mum and child in a relaxed way. Our aim is to educate mum and child about toilet training but also show how Huggies Pull-Ups can be an integral part of the process. The Archie & Annie characters helped us bring this element of the strategy to life in a way that was not only engaging to kids but educational for both mum and child. The application only further helps to add utility that drives engagement.

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