The campaign will run through July across TV, press, online and direct mail and introduces Nick Jr’s overhauled logo and a line up of characters, including Dora the Explorer, Peppa Pig and Wonder Pets.
The characters travel on separate journeys, each using letters from the Nick Jr logo. At the end of their journey, the characters arrive at their destination and form the words ’Nick Jr’. The tagline “It’s the shows that make Nick Jr!” aims to highlight how these programmes fuel the channel’s success.
The campaign was developed by the in house creative team working with the agency G2 who oversaw the concept and creative strategy. Media planning and buying is being managed by Universal McCann.
The TV advert will run across networks including ITV, Five and cable and satellite channels targeting programmes watched by mums with children. The press element was designed by G2 and will run in women’s weekly titles including Hello, Closer, Heat, Now, Take A Break and Celebs on Sunday.
The digital advertising was designed by Taglab and targets a selection of sites aimed at preschoolers and mums including Disney, MSN Hotmail and Facebook. Two variants of direct mail were developed in association with Sky and Tesco Toddler Club, with each mail-out comprising an A2 poster insert reaching 150,000 customers.
Steven Brabenec, Nickelodeon UK marketing director says “Nick Jr has a strong portfolio of award winning content and this formed the basis of our campaign strategy. The creative also provides the perfect platform to showcase our new logo and highlights the channel’s recent BAFTA win.”
The channel is jointly owned by MTVN and BSkyB. In April, Nickelodeon UK appointed Andy Goodhand as senior vice president strategy and planning director with a responsibility to oversee all consumer and commercial marketing.