Tom & Jerry case study
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Tom & Jerry are celebrating 70 years on Cartoon Network. A multi-pronged communication strategy was planned across India to create buzz around the anniversary. Events included birthday parties in key cities with media and clients, on-air contests, a "TJ Express" train in Mumbai branded with Tom & Jerry, and outdoor promotions. The campaign culminated with a grand birthday event in Delhi attended by celebrities. Over 300 articles were generated with a total reach of over 8 million people across various online and offline initiatives to mark the milestone anniversary of the iconic cartoon duo.
Tom & Jerry case study
- 1. TOM & JERRY Celebrating 70 years of fun
- 2. OVERALL COMMUNICATION OBJECTIVES brand n Ne twork’s e Cartoo e your Life” Reiterat nimat promi 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 mag Recrea y Tom & Jerr
- 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. COMMUNICATION STRATEGY Multi-layered communication outreach planned to create buzz and gain traction in key metros + 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. COMMUNICATION STRATEGY PHASE 1: January 2010 – Pan-India press release to announce the launch of “Chooha Billi Chor Police” programming block on Cartoon Network in January 2010 PHASE 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. 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. 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. VENUE SET UP: STAGE
- 9. SET UP: VENUE PARTY ROOM
- 10. GAMES ZONE FOR KIDS & ADULTS TO ENJOY MORE OF TOM & JERRY!
- 11. PHOTO GALLERY NEW DELHI PARTY
- 12. PHOTO GALLERY AHMEDABAD & CHANDIGARH
- 13. TOM & JERRY GOODY BAG Cartoon Network goody bags with Tom & Jerry masks, photo-frames, towels and candy boxes given to all attendees across events
- 14. RESULTS Readership (Print and Online): 46 Million Viewership (TV): 13 Million 312 clips/coverage generated including top publications (English & Hindi), channels and online media Excellent TV splash with 41 news channels covering Tom & Jerry’s 70th birthday celebrations
- 15. CELEBRITY SPEAK…… I think I have learnt a lot from Tom & Jerry. I have grown up watching the show, and that is where I got a lot of ideas for doing action. In fact, some of my earlier action (scenes) was copied from the cartoon series – Akshay Kumar, Bollywood Actor 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 Adman Tom and Jerry is one of the best things that could have happened to the world. My favourite character has always been Jerry because of his never-ending enthusiasm to win. He knows how to wade his way around and get an upper hand – Pooja Bedi, Actor
- 16. CELEBRITY SPEAK…… Tom and Jerry combines the best simplicity with mischief. The speed at which they chase each other and turn the entire neighborhood in a complete 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. STAR STRUCK AT TOM & JERRY BIRTHDAY BASH o Monisha Bajaj – Designer o Kanchan Kapoor – Socialite o Jattin Kocchar – Designer o Payal Kapoor – Interior Designer o Payal Kapoor – Gallery owner and a fashion designer o Priya Jain – Entrepreneur o Kalyani Chawla - Socialite o Priti S. Kapoor - Designer o Tanisha Mohan - Socialite o Charu Parashar - Designer o Nidhi Jain – Gallery owner o Payal Sen – Socialite o Garima Jain - Socialite o Nida Mahmood - Designer o Hemant and Nandita - Designers o Juhi Singh – Entrepreneur o Alia Madhu - Socialte
- 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
- 20. ‘TJ’ ON THE ROAD OUTDOOR - A trade centric campaign in Mumbai - 2 week campaign started the week of 15th Feb - “TJing the town” - Reach -2mn (approx)
- 21. Billboards at all prominent locations across the city
- 22. ‘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 theatre People 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
- 23. TJ Flyers given out with movie tickets and Poster at the BO TJ Standees at all multiplex locations
- 24. TJ Surprise during movie interval TJ Surprise during the Movie interval The winner walks away with a Popcorn + Coke Combo
- 25. 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
- 26. Enthralling the audience with a fabulous performance with Saloni and the NGO kids
- 27. The BIG Moment…HAPPY BIRTHDAY TOM & JERRY!!
- 28. 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
- 29. Contest page on CartoonNetworkIndia.com
- 30. EMAILERS SENT TO CONSUMER DATABASE
- 31. TJ DOWNLOADABLES - TJ Screen Saver - http://www.cartoonnetworkindia.com/funstuff/shows/tom_jerry/Tom_Jerry_Scree - TJ Song
- 32. ‘TJ’ ON THE AIRWAVES RADIO - 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
- 33. TRADE EMAILERS TJ Teasers
- 35. OVERALL CAMPAIGN REACH 8.68 mn
- 36. THANK YOU!