BBC turns children’s favourites to ringtones in rebranding for CBBC

The BBC is to offer mobile phone users the chance to download ring tones based on catchphrases from children’s characters such as Basil Brush, or theme tunes from children’s TV programmes.

As part of a campaign to support the rebranding of BBC children’s channel CBBC, viewers will be able to text in to receive tracks on their mobile phone, or visit a website and download animated screensavers, wallpapers and ringtones for PCs, mobiles or MP3 players.

The campaign was produced by BBC Broadcast, which creates in-house BBC trailers as well as commercials for companies such as McDonald’s and Woolworths.

The company has created a three-dimensional version of the CBBC logo and two new animated characters, CB and BC.

Two promotional films, for young children and an older age group, show CB and BC meeting various children’s characters, including Basil Brush and Tracy Beaker. Viewers are invited to text in or visit the website to download content.

Arabella Gilchrist, creative director of BBC Broadcast, says: “To maintain credibility with this audience, it is crucial to communicate in their language, be that WAP, web, mobile or interactive TV. With this campaign we aimed to create content that children want to own and share, to bring them closer to CBBC and its characters.”

In July BBC Broadcast, formerly the BBC’s creative broadcast services division, was sold to Australian investment group Macquarie for &£166m.

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