Summary of efforts surrounding the premiere of DOKI animated series in Latin America.
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LAUNCH IN LATIN AMERICA
COMMUNICATIONS ACTIVITY REPORT
On Monday, April 15, 2013, Discovery Kids launched in Latin America DOKI, the long-
awaited animated series inspired by its signature character and his troop of friends.
Produced by Portfolio Entertainment, the 26 half-hour episode program follows Doki as he
and his friends come together, embarking on fascinating expeditions to discover the wonders
of the world.
Each episode features two adventures planned earlier by Doki and his friends at their
lakeside clubhouse. The show is intended to inspire young viewers to ask interesting
questions about their world, maximize the resources at their disposal, seek out expert
advice, look for clues in unexpected places and never let themselves be discouraged by
obstacles in their way. The series imparts basic knowledge in a range of disciplines such as
biology, astronomy, geology, geography, art, music and more.
DOKI, the series, is the first original animation produced by Discovery Kids that will be
distributed and broadcasted in several continents around the world. Doki, the character, was
introduced by Discovery Kids in 2005.
Publicity efforts surrounding the launch of DOKI centered around the coordination of a
comprehensive PR campaign that included a production announcement on June 11, 2012, a
collection of one-on-one interviews conducted in March, 2013 with the series’ producers Julie
Stall (Portfolio Entertainment) and Adriano Schmid (Discovery Kids), as well as curriculum
expert Jordan Brown and Discovery Kids VP and Channel Director Angela Recio Sondon.
Promotional activities continued in April with press screenings and green carpet events
organized by the communications teams in Bogota, Buenos Aires, Mexico City, Rio de Janeiro
and Sao Paulo which were attended by press, clients, local celebrities and opinion makers
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accompanied by their children. Activities culminated with a company-wide celebration of
DOKI’s premiere on April 15 that also gave employees the opportunity to view the first
episode of the show.
Each of the activities mentioned above garnered extensive and high quality media coverage
across the region, but most importantly, high ratings for the show’s premiere. DOKI
achieved double and triple digit increases in Mexico (vs. the previous 6 week time slot
average) and propelled Discovery Kids to #1 for the weekday timeslots of 2:30pm and #1
throughout the weekend during its timeslot. In Brazil, the series also had double digit
boosts and was #1 for almost all of its weekday timeslots. And in Colombia, the network
was #1 during its weekday timeslot and took the #1 and #2 slot during the weekend.
MEDIA RELATIONS SUMMARY
1. Number of clips:
Following the activities detailed above, 155 clips were captured surrounding the story of
DOKI. These include hits generated in radio, open TV, national as well as regional
newspapers, magazines and websites from trade and consumer media.
2. Circulation (Reach)*:
Up to May 6, print date of this report, an overall circulation of 66,930,545 had been
reached for DOKI in Argentina, Brazil, Chile, Colombia and Mexico.
3. Ad Value Equivalency (AVE):
We also estimate that the media coverage garnered to date has an ad value of USD
$457,174 (almost half a million dollars!).
We also estimate that the credibility value of the coverage is USD$1,364,576.
COVERAGE FROM INITIAL ANNOUNCEMENT (June, 2012):
Country Clips Circulation AVE Credibility
All 28 4,393,773 47,279 141,837
COVERAGE FROM PREMIERE (March and April, 2013):
Country Clips Circulation AVE Credibility
Argentina 35 25,352,619 58,616 171,848
Brazil 38 16,987,088 158,860.00 475,383
Chile 6 1,861,314 16,014 48,042
Colombia 24 2,107,254 67,333 201,999
Mexico 24 16,228,497 109,072.00 325,467.00
TOTAL 127 62,536,772 409,895 1,222,739
* Impressions are calculated by multiplying the circulation by an average of 3 readers per issue.
** Credibility is calculated by multiplying the total AVE value by 3.
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FIRST ANNOUNCEMENT – June 11, 2012
Discovery Kids announced the production of DOKI to create anticipation, especially in trade
media. This announcement also highlighted the selection of Portfolio Entertainment as
producers and world-wide distributors of the show.
INTERVIEWS – March, 2013
Getting press closer to the characters of our shows always proves to be extremely effective
and this was no exception. Working with Portfolio Entertainment, we were able to secure
interviews with series producer Julie Stall and curriculum expert Jordan Brown. From the
Discovery Kids’ end there was producer Adriano Schmid, who served as supervisor of the
project, and Discovery Kids VP and Channel Director Angela Recio Sondon. The idea behind
securing these interviews was to promote DOKI from the entertainment, educational and
Stall Brown Schmid Sondon
In addition to these interviews, and to further promote the series, the Miami
communications team developed and provided the PR teams across the region with a high-
end press kit that was also a premium. The kit included a USB that contained information,
images and the first episode of DOKI in Spanish and Portuguese, a passport, as well as a
branded silicon bracelet and lanyard. The premium contained in the kit was a canvas
backpack which was a replica of Doki’s bag in the show.
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SCREENING EVENTS AND TOWN HALL MEETING – April 6-15, 2013
The launch of DOKI was a milestone for Discovery Kids, and the occasion called for a big
celebration so, a collective decision was made to host screening events a-la-movie premiere in
each key market. Below are highlights from each event:
SAÕ PAULO AND RIO DE JANEIRO, APRIL 6 AND 7TH
Avant premiere on April 6th, in Sao Paulo, held at JK Iguatemi’s movie theater. Guests watched
the first two episodes of DOKI and later took pictures with Doki and Mundi at the meet & greet
point before and after the screening. Journalists from top media outlets such as Folha de S.
Paulo, Meio & Mensagem, Vogue Kids, UOL, Pais & Filhos and QUEM, among others, attended
the event. Total attendance: 308 guests
On April 7th, journalists, special guests and celebrities from Rio de Janeiro viewed the sneak
preview of the series, took pictures with the characters and the children were able to engage in
drawing activities. Important to highlight the presence of Samia Mazzuco, reporter from Rede
Globo, and local personalities Danielle Winits, Bianca Rinaldi, Glória Maria, Mel Maia, Rosa Maria
Murtinho. Total attendance: 236 guests.
RIO DE JANEIRO
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BUENOS AIRES, APRIL 6
Event held at a local movie theater for press and their children, with a total attendance of 60
journalists and 57 kids. Important to highlight the presence of the famous Argentine comedian
and show host Sebastián Wainraich, who came with his daughter.
MEXICO CITY, APRIL 10
Event also held at a local movie theater with three separate screenings, filled to capacity.
Attendees included local celebrities, socialites and 30 journalists who came with their
children. Important to highlight the presence of the following media outlets:
Reforma, Excélsior, El Universal and Quién, among others. Total attendance: 190 guests.
BOGOTA, APRIL 13
Event took place at the auditorium of Gimnasio Moderno, a local private school. Screening was
attended by approximately 200 guests, which included press, clients and local celebrities who
came with their children. Important to highlight the presence of 20 toddlers from ICBF, a local
institution that lends assistance to underprivileged children. Media outlets present at the event
included 15 Minutos Magazine, Semana Magazine, El Tiempo newspaper, RCN Television, Cromos
and Hola Magazines, among others.
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TOWNHALL CELEBRATION, APRIL 15
Screening event for employees of DNLA-USH. Simultaneous broadcast to all Discovery offices
across the region.
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SAMPLES OF THE TOP COVERAGE RECEIVED IN MARKET
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El Pais, Cali
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