Tom & Jerry case study

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Tom & Jerry case study

  1. 1. TOM & JERRYCelebrating 70 years of fun
  2. 2. OVERALL COMMUNICATION OBJECTIVES brand n Ne twork’s e Cartoo e your Life”Reiterat nimatpromi se of “A = = Pranks!! Streng then t Jerry he leg en as Car dary Tom & series succes to of sfully s tales running on Network ic of timeles top ra ter ’s te t he magRecrea yTom & Jerr
  3. 3. KEY MESSAGES - TOM & JERRY• 70 years and the magic of Tom and Jerry is still alive and kicking• Tom and Jerry series is still the favourite of kids’ and even adults in India• Cartoon Network offers a laughing treat to its viewers with half an hour of lovable Tom & Jerry in “Chooha Billi Chor Police” every Mon-Thurs. 6-7.30pm
  4. 4. COMMUNICATION STRATEGYMulti-layered communication outreach planned to create buzz and gain traction in keymetros + P1 HSM markets. Mix of tools leveraged to maximize visibility and noise for Tom& Jerry Press TJ Express Releases Birthday Themed events Innovative outdoor Interviews Birthday bash with NGO hoardings Feature Stories TV Channel- Studio visits 70 years of Tom & Jerry Consumer & trade Radio Contests emailers TJ in Multiplexes Online promotions TJ Downloadables
  5. 5. COMMUNICATION STRATEGYPHASE 1: January 2010 – Pan-India press release to announce the launch of “Chooha Billi Chor Police” programming block on Cartoon Network in January 2010PHASE 2: February 2010 – Announced the launch of ‘TJ campaign’ highlighting all engaging elements marking 70 years of Tom & Jerry – TJ Express, On-air contests, multiplex activity, birthday parties etc.PHASE 3: March 2010 – 3 city Birthday themed events for media, distribution, ad-sales clients with their kids and celebrities • Chandigarh | Mumbai | Ahmedabad • Gala culmination in Delhi on the eve of April Fools Day – March 31 – Extensively supported marketing event for Navjeet NGO in Mumbai – Tom & Jerry visit to national TV news channel studios in Delhi and Mumbai
  6. 6. BIRTHDAY THEMED EVENTS• CHANDIGARH: MARCH 18 – Elements: Birthday themed event for media and their kids. Tom & Jerry performance on foot tapping bollywood number was followed by another photo opportunity moment - Tom & Jerry birthday cake cutting with Krishna Desai• MUMBAI: MARCH 20 – Elements: Supported marketing event with Navjeet (NGO). Roped in Saloni Daini, India’s youngest stand-up comedian for an act with Tom & Jerry; followed by cutting a cheese shaped cake by Saloni, Monica Tata and Diana Hayden• AHMEDABAD: MARCH 27 – Elements: The Birthday Party themed event with the food game and tattoo artist. India’s youngest comedian – Saloni Daini performed a stand-up act with Tom & Jerry followed by the cutting caking ceremony with Krishna Desai as the photo-opportunity
  7. 7. FINALE CELEBRATION• DELHI : March 31 – Elements: Concluded the Tom & Jerry campaign with the grand Birthday Celebration in Delhi on the eve of April Fool’s day, March 31 – Besides Tom and Jerry performance, India’s leading stand-up comedian Vir Das performed a Tom & Jerry specific act that enthralled the audience. – India’s renowned cartoonist Sudhir Tailang along with Monica Tata presented the Lifetime Achievement Trophy to Tom & Jerry for entertaining the viewers for seven decades. – The entire event was themed to exude Birthday Party “look and feel” with a game zone in the pre-function area, a photo-kiosk and a tattoo artist. The grand finale had Tom & Jerry with Monica, Vir and Sudhir cut a cheese shaped Birthday cake. – Outcome: The Birthday party was a great success with packed house with 200+ attendees which included media with kids, ad sales and distribution clients with kids and some of Delhi’s celebrities with their kids
  8. 8. VENUE SET UP: STAGE
  9. 9. SET UP: VENUE PARTY ROOM
  10. 10. GAMES ZONE FOR KIDS & ADULTS TO ENJOY MORE OF TOM & JERRY!
  11. 11. PHOTO GALLERYNEW DELHI PARTY
  12. 12. PHOTO GALLERY AHMEDABAD & CHANDIGARH
  13. 13. TOM & JERRY GOODY BAGCartoon Network goody bags with Tom & Jerry masks, photo-frames, towels and candy boxes given to all attendees across events
  14. 14. RESULTS Readership (Print and Online): 46 Million Viewership (TV): 13 Million312 clips/coverage generated includingtop publications (English & Hindi), channels and online media Excellent TV splash with 41 news channels covering Tom & Jerry’s 70th birthday celebrations
  15. 15. CELEBRITY SPEAK……I think I have learnt a lot from Tom & Jerry. I have grown upwatching the show, and that is where I got a lot of ideas fordoing action. In fact, some of my earlier action (scenes) wascopied from the cartoon series – Akshay Kumar, BollywoodActor In the early 90s Tom and Jerry had a niche audience in India, largely the English speaking ones. Today, there are two groups of Indians - one that has grown up watching Tom and Jerry and the other that has been recently introduced. Now, people here relate no differently with Tom and Jerry than people in the West – Prasoon Joshi, Bollywood Lricist and AdmanTom and Jerry is one of the best things that could have happened to theworld. My favourite character has always been Jerry because of hisnever-ending enthusiasm to win. He knows how to wade his way around andget an upper hand – Pooja Bedi, Actor
  16. 16. CELEBRITY SPEAK……Tom and Jerry combines the best simplicity with mischief. The speed atwhich they chase each other and turn the entire neighborhood in acomplete mess is a thing to truly die for – Shaina NC,Politician/Fashion Designer They should be given a contemporary look. I would design them in a pair of skinny and a funky pair of blue jeans and cool t-shirts. Jeans could be embedded with crystals and a hat to accompany it - Jattinn Kochhar, Fashion Designer
  17. 17. STAR STRUCK AT TOM & JERRY BIRTHDAY BASHo Monisha Bajaj – Designero Kanchan Kapoor – Socialiteo Jattin Kocchar – Designero Payal Kapoor – Interior Designero Payal Kapoor – Gallery owner and a fashion designero Priya Jain – Entrepreneuro Kalyani Chawla - Socialiteo Priti S. Kapoor - Designero Tanisha Mohan - Socialiteo Charu Parashar - Designero Nidhi Jain – Gallery ownero Payal Sen – Socialiteo Garima Jain - Socialiteo Nida Mahmood - Designero Hemant and Nandita - Designerso Juhi Singh – Entrepreneuro Alia Madhu - Socialte
  18. 18. MAKE WAY FOR THE ‘TJ’ EXPRESS!- An exclusive TJ Express ran in Mumbai from the 8th of March for one month- As the name suggests, the TJ Express was completely branded in TJ elements- The train halted at 19 stations and did around 12-15 trips a day on the western line- Reach – 4.8 mn
  19. 19. ‘TJ’ ON THE ROADOUTDOOR - A trade centric campaign in Mumbai - 2 week campaign started the week of 15th Feb - “TJing the town” - Reach -2mn (approx)
  20. 20. Billboards at all prominent locations across the city
  21. 21. ‘TJ’ IN MULTIPLEX- Pan India tie up with a leading multiplex chain- 27 Key locations across 8 cities and around 40 screens- Dates: Feb – March- Special TJ Seats in the theatrePeople in certain seats in the T row and J row got special TJ goodies- Branding in Multiplexes- TJ Spots played out across all 40 screens- Reach - 250000
  22. 22. TJ Flyers given out with movie tickets and Poster at the BOTJ Standees at all multiplex locations
  23. 23. TJ Surprise during movie intervalTJ Surprise during the Movie interval The winner walks away with a Popcorn + Coke Combo
  24. 24. CELEBRATING ‘70 YEARS OF TJ’ WITH NAVJEET- CN joined hands with an NGO called Navjeet in Mumbai to celebrate 70 years of Tom & Jerry on Mar 20- This gala event saw the presence of Ex Miss World Diana Hayden, India’s youngest stand- up comedian Saloni Daina along with performances of Tom and Jerry- T&J performed with the NGO kids and also cut a birthday cake along with all the dignitaries- The theme of the evening was centered around TJ’s 70th Happy Birthday! - Reach - 1000
  25. 25. Enthralling the audience with a fabulous performance with Saloni and the NGO kids
  26. 26. The BIG Moment…HAPPY BIRTHDAY TOM & JERRY!!
  27. 27. ONLINE- Communicating the concept of ‘TJ’ and building buzz around it- Served as a means of entry mechanism for the contest wherein kids sent in their prank ideas on how to play a gag on Tom & Jerry- Provided relevant information on all aspects of concept leading up to programming info on the T&J block on 1st of April- Micro site which allowed kids to download ‘TJ’ content including wallpapers/screensavers etc
  28. 28. Contest page on CartoonNetworkIndia.com
  29. 29. EMAILERS SENT TO CONSUMER DATABASE
  30. 30. TJ DOWNLOADABLES- TJ Screen Saver - http://www.cartoonnetworkindia.com/funstuff/shows/tom_jerry/Tom_Jerry_Scree- TJ Song
  31. 31. ‘TJ’ ON THE AIRWAVESRADIO - An extensive radio campaign in March to build buzz and curiosity about TJ - A special TJ centric contest was conducted - Contest Entries - 5000 - TJ Jokes were played on air to with an aim to spread the spirit of TJ all over - Reach – 1.35mn
  32. 32. TRADE EMAILERS TJ Teasers
  33. 33. Mischief turns 70!
  34. 34. OVERALLCAMPAIGN REACH 8.68 mn
  35. 35. THANK YOU!

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