Catrina O`Brien LazyTown Entertainment

Catrina O’Brien
LazyTown Entertainment
Fruit and Vegetable production
…strange
More evidence of
the benefits but
declining sales
…what’s the
Could the
competition be a
contributing factor?
Talking to the consumer on an
intellectual level is not going to do
the trick….
We need to…….
Talk to them on an emotional level…..
Educate them but also inspire
them….
Talk to them as early as possible…
...where are we at?
...where are we at?
...where are we at?
...where are we at?
...where are we at?
...where are we at?
?
On a mission to
move the world!
“LazyTown is on a mission to move the world
to be a healthier place. When we get kids
moving, we get their families moving. And
when families move, we are one step closer
to moving the world. Move the body, move
the mind, every day.”
only
The
global entertainment brand
dedicated to
kids’ health
heroes
our kids
The
that motivate
Fruit Trailer
The result…
Kids all over the world are eating more fruit and vegetables.
And the world knows about it!
Who’s our target?
The LazyTown sweet spot
3-6 year olds
Highest impact on long
term healthy habits
Source: New England Journal of Medicine, 2008
Parents get the brand and use
it.
Parents
use LazyTown to
raise healthy kids
Boys
50%
Girls
50%
In the UK our sweet spot now is boys 2-4 and girls 3-5
LazyTown’s global TV presence
500
million homes
170+
countries
79
HD episodes
A proven ratings winner reaching an
average of 7.4 million kids per month
during launch*
Territory
Channels
Avg. Monthly Reach (000’s)
Dates
UK
Nick Jr., BBC1, BBC2
1,373
Oct - Dec '05
Denmark
TV2
135
Aug - Dec '06
Hungary
Disney Channel
290
Jan - Dec '09
Poland
Jetix
901
May - Dec '08
Romania
Disney Channel
941
May - Dec ‘08
South Africa
E-TV, Disney Jr.
2,035
Jun - Dec '11
Spain
Disney Jr.
61
Jun - Dec ‘05
Spain FTA
CLAN
1,658
Jun – Dec ‘09
Sweden
TV4
102
Apr - Dec '06
Total:
7,435
Oct '05 - Dec ’11
* In measurable territories
“Kids audience” varies for each territory: UK 4-15, SP 4-12, DK 4-11, SE 3-11, PL 4-15, HU 4-14, RO 4-15, IT 4-14, SA4-14.
Trends are based on Kids age 4-11, impacts (000 avg), launch to date. Gender profiling is measured for the audience the LazyTown, launch to date. All data is based on “All
day” Dayparts.
What has changed
since “Fresh”
Conference 2011
LazyTown is now part
of the Turner Family
53 x 24’ in HD
plus LazyTown Action
Time
& LazyTown Extra
SportsCandy
SportsCandy features more prominently in
Series 3.
The “cause and effect” comes over more clearly
as Sportacus consumes SportsCandy and
experiences an immediate energy boost.
This is just the beginning…
All our favourite characters are
back!
Endorsing the consump5on of Fruits and Vegetables Endorsing the consump5on of Fruits and Vegetables • Eat & drink healthy
Endorsing the consump5on of Fruits and Vegetables • Eat & drink healthy
• Play sports, move and dance
Endorsing the consump5on of Fruits and Vegetables • Eat & drink healthy
• Play sports, move and dance
• But never men5on health
We lead by example
• Sportacus eats SportsCandy to get his energy!
We lead by example
• Sportacus eats SportsCandy to get his energy!
……being
part of the
Turner family
means……
Broadcasting in over 136 Million homes across EMEA
Base Brand
Service
Brand
Days
UK
Cartoonito
Channel
Pay
Cartoonito
Mo-Su
Spain
Cartoonito
Channel
Pay
Cartoonito
Mo-Su
Boing
Pre-school block
FTA
Boing
Mo-Fr
Cartoonito**
Channel
FTA
Cartoonito
Sat-Sun
Mo-Su
Boing**
Block
FTA
Cartoonito
Mo-Fr
Boing
Block
Pay
Cartoonito
Sat-Sun
Mo-Tu-ThFr
Italy
France
We-WE
Germany
Boomerang
Block
Pay
Cartoonito
Mo-Fr
Kabel 1***
Block
FTA
Cartoonito
Sa
Sixx****
Block
FTA
Cartoonito
Sa
Nordic
Boomerang
Block
Pay
Cartoonito
Mo-Su
CEE
Boomerang
Block
Pay
Cartoonito
Mo-Su
Turkey
CN
Block
FTA
Cartoonito
Mo-Fr
M. East
CN
Block
FTA
Cartoonito
Sa-Su
Mo-Su
PAN
Boomerang
Block
PAY
Cartoonito
Mo-Fr
Sat-Sun
Turner Media
Innovations
The campaign
The TV spot ran 4th September
– 26th November 2011.
kids could get three brand new
alphabet magnets free in each
pack of Innocent Smoothies for
kids
Objective
Drive sales of the Innocent
smoothie range
Promotions and collectable
Magnets
Created a bespoke micro site
Interactive site to encourage
the kids to engaged with the
different elements of Fruits
and Vegetables and Fresh
Smoothies.
Competitions and Prizes to
encourage the kids.
Micro site landing page
Play Chef’s Blender Game
Click on the blender
Collect the magnet
Play Bounce’s Fruit Bowling
Click on Bounce
Collect the magnet
Back to School 2011 was our biggest and
most successful innocent Kids campaign to
date.
We saw double digit growth post campaign,
and all of our brand equity measures also
shifted positively - with a fantastic response
from consumers"
Turner drives more sales than terrestrial TV
•
Chart shows indexed efficiency for generic TV ads compared to Turner integrated TV on a
GRP basis**
Source: Data2Decisions
Turner campaigns have consistently
demonstrated sales uplifts
- Average uplift = 13% among modelled case studies
Source: Data2Decisions
Some sample
SportsCandy
Initiatives for
2011/2012
Moving in to 3rd year
of partnership due to
great success
SportsCandy
initiatives
SC GAME
29%
Year over Year Exports of
Apples to Mexico
*Highest export to Mexico
in 7 years
Now in Colombia!
USA Healthier School
Public Campaigns
Let’s Move and USDA challenged
LazyTown to make their school
program more engaging…
So we took their existing materials…
And we transformed them!!!
Easy-to-use tools for
teachers
Classroom Game
Kids get rewarded
for eating
“SportsCandy” at
lunch or during
snack by putting
stickers on the
Apple Tree.
The goal for the class is to fill up the Apple Tree
through making healthy choices. Teachers can give
the class a prize or schools can stage competitions
amongst other classrooms.
Activity Focus
DVD with over 52
SuperHero Moves for
Teachers to use in a fun
way to teach importance
of movement.
The SuperHero Moves are a big hit with the
kids and the teachers.
The kids completed the program and
got a special prize – a visit from
Sportacus to their school
Healthier Schools challenge
The Results
Almost all of the respondents were aware of
Change4Life and LazyTown
8 of 10 parents felt positive about Change4Life
while the children strongly favoured LazyTown
73% of parents felt the “Wall Chart” prompted
them to think more about healthy foods for their
children and 38% have made a change to their diet
as a result
Over 66% already trusted LazyTown to help them
raise healthier children
Research was conducted by TNS/BRMB in Nov 2011 via phone interviews with Mums of preschoolers
in the UK (approx sample size 200)
Keelings – Fresh Produce
UK and Ireland
Launching Q3/Q4 2012
Branded LazyTown
Produce and unique
displays in-store
Idea Fruits
A number of Promotions
rolling out commencing
June 2012
800+ Shoprite Stores
endorsing the programme
by November
Gerber Juice in the UK
Launched April 2012
New innovative range consisting
of :
Water
Flavoured Water
Dilutable Juice
Yoghurt Breakfast drinks
Fruit Juice
School Fruit Scheme
LazyTown assets
now available for
the School Fruit
Scheme Members
Assets and campaigns
to be delivered into
schools across Europe.
Talking to 2 – 6 year
olds
Adding Fun to Fruits
and Vegetables
Michelle Obama
Working with Michelle Obama on her
Move Campaign
25 City Tour with
Mrs Obama’s
Soccer Foundation
Now shooting 3 x
30 second PSAs to
air both on PBS
Sprout and NBC.
Where are we at ?
The only Global kids entertainment
RELEVANT with kids and parents
ABILITY to make it fun for kids, easy for parents
PROOF OF CONCEPT in multi-territory campaigns
SUSTAINABLE
building loyalty with kids and parents
Where do we go from here ?
We want to work with partners that
To increase the consumption of Fruits and Vegetables
Make it fun for kids, easy for parents
Kids chose the Apple over the Cookie because they
want to
Create Sustainable healthy lifestyle habits
Move the world Sizzle
LazyTown is on a Mission to Move the Worl
Come and Join us!
APPENDIX:
Northern Europe Overview
and Eire
• UK
•
•
•
•
•
Cartoonito (pay) launching Q2 2012
Cbeebies launched in March 2006
up to 20,6% share of 4-6 year old kids
co-produced LazyTown Extra in 2007
relicensed for another 5 years from 2010
Nick Jr. between 2005-2011
RTÉ Junior in Eire launched in 2006
16% share of 4-14 year old kids
•
•
•
•
Nordics & Baltics
(pay) launching in Q1 2012
• Boomerang
• Disney Channel between 2007-2011
Nelonen Perhe in Finland since 2006
• 4TV2
in Norway since 2005
•
and Stöð 2 in Iceland since 2005
• RÚV
in Sweden between 2006-2010
• TV4
• TV2 in Denmark between 2006-2010
• Viasat 3 in Latvia since 2009
Western Europe Overview
Austria & Swiss
• Germany,
•
•
•
SuperRTL launched in August 2005
up to 37% share of audience (3-9 year
olds)
relicensed until end of 2013
Junior TV since 2005
RTSI in Switzerland since 2007
•
•
• Benelux
•
Launched on Disney across Benelux in May
2010
outperforming the preschool block by a
factor of 2.3
Ketnet in launched Belgium in 2006; relicensed twice
•
•
• France
•
•
•
Boing (pay) launching in Q1 2012
France 3 between 2005-2009
Disney Channel between 2006-2011
Southern Europe Overview
• Portugal
•
RTP2 launched in 2008
•
•
•
Up to 64% share of audience (4-10 year olds)
Canal Panda launched in 2009
Representation by CPLG
• Spain
•
•
Boing (FTA) & Cartoonito (pay)
launched in Q1 2012
TVE Clan from 2006-2012
•
Playhouse Disney launched in 2005
•
IMAGENIO VOD launched in 2011
•
•
•
•
constantly beating time slot ratings
co-produced LazyTown Extra in 2010
commissioned Cooking Adventure in 2011
•
two daily airings
Representation by El Ocho
Southern Europe Overview
• Italy
•
•
Boing (FTA) launch Q2 2012
Rai 3 launched a trial in February 2010
•
Launching on Rai YoYo in September 2011
•
•
Up to 50,3% share of audience (4-14 year
olds)
Playhouse Disney launched in 2005
• Greece
•
Star TV launched in September 2010
•
•
•
Up to 50,1% share of audience (4-14 year
olds)
Disney Channel launched in May 2008
Representation by Partner Plus
Yugoslavia
• Former
•
•
•
Disney Channel launched in May 2008
Pop TV in Slovenia
Ultra Channel in Serbia
Eastern Europe Overview
• Bulgaria
•
•
•
•
BNT (FTA) launched in 2011
TV7 between 2010-2011
Disney Channel launched in May 2008
Representation by Partner Plus
Republic
• Czech
•
•
Nova Cinema (FTA) in 2011
Disney Channel since May 2008
CEE Territories
• Other
•
•
•
Disney Channel (pay) launched in May
2008
TET TV (FTA) in Ukraine since 2010
Kazakh TV (FTV) in Kazakhstan since 2009
ME & Africa Overview
• S-Africa
•
•
•
e.tv launched in 2011
Disney Channel since 2006
Representation by CLM
East
• Middle
•
•
Cartoonito/CN Arabic (FTA) launched Q1
2012
Disney Channel since 2006
• Israel
•
Hop TV launched in 2007
•
constantly beating timeslot ratings