| Secto | Entertainment |
|---|---|
| Target Audience | Families |
| Package | Movies for juniors partnership |
| Media Agency | MediaCom |
| Creative Agency | WCRS |
| Duration | 12 Months |
Background
In 2016 NOW TV continued to boost its customer offer with the launch of the NOW TV Kids Pass., offering an easy way to get top kids TV without a contract.TheNOW TV Kids Pass lets kids watch six dedicated live TV channels, as well as thousands of episodes and box sets on demand from Nickelodeon, Nick Jr, NickToons, Cartoon Network, Boomerang, Cartoonito, CBeebies, CBBC, and Milkshake!. In 2017 Now TV wanted to push the kids pass through other mediums.
Idea
- Now TV, initially looked at family screen time, but were then sold in by the idea of Partnership with one of DCMs kids clubs, joining partners with Cineworld and their Movies for Juniors club, targeting the core family audience they were looking for
- Now TV, initially looked at family screen time to promote the Kids pass, but then bought into the idea of Partnership with one of DCMs kids clubs, joining partners with Cineworld and their Movies for Juniors club, targeting the core family audience they were looking for
- Now TV ran a 30” copy in cinema with a 5” ident, long form content in M4J screenings, supported by online, e-comms and foyer presence
- Now TV bought into the M4J partnership with Cineworld ensuring the creatives ran across a range of kids current titles, as well as those kids films in Movies for Juniors, films included The Lego Ninjago Movie, Coco and Despicable Me 3, each reaching their core target audience of families.